Scholar

Arguments on the three attributes of cultural transfer products

Traditional paper-cut corresponding features

Cultural level

Cultural category

Cultural attribute

Norman

(2004)

1. Visceral level

1. Appearance

1. Product appearance; touch; feeling

Shape

2. Behavioral level

2. Users’ fun; utility

2. Use function; performance; ease of use

Structure

3. Reflective level

3. Self-image; personal satisfaction; memory

3. Intrinsic feeling; emotion; cognition

Color

Leong &

Clark

(2003)

1. Outer level

1. Tangible

1. Feeling of product appearance

Shape

2. Mid-level

2. Material

2. Application of product function

Structure

3. Inner level

3. Intrinsic

3. Psychology of product use

Color

Hsu (2004) Hsu & Lin (2011)

1. Outer level (shape)

1. Physical

1. Color; texture; shaping; and lines

Shape

2. Mid-level (behavior)

2. Behavioral; customary

2. Functionality; operability; and structural

Structure

3. Inner level (psychology)

3. Ideological; spiritless

3. With presences of implication, stories, and emotion.

With cultural characteristics

Color