The Fuel Tank is the Most Delicious Part of a Motorbike: An Eye-tracking-based Investigation of Motorbike Styling Preferences in India

By Amitoj Singh and Lalit Kumar Das.

Published by The Design Collection

Format Price
Article: Print $US10.00
Article: Electronic $US5.00

This paper is a significant contribution to the field of motorbike design research in India as it quantitatively establishes and reveals a long kept design secret that the fuel tank is the most important component in the visual perception of a motorbike. The findings are based on eye tracking based experiments conducted with 20 subjects using 30 motorbike images as stimuli. The paper also illustrates how motorbike designers vary the fuel tank forms, colours and graphics to differentiate motorbikes belonging to different biking segments. The eye tracking experiments described in this paper give directions for further research to systematically assess and ascertain the visual perception and customer behavior towards products, which has always been left to subjective assessment and interpretation in the past.

Keywords: Eye Tracking, Motorbike Styling, India, Fuel Tank, Visual Perception

Design Principles and Practices: An International Journal, Volume 4, Issue 6, pp.333-346. Article: Print (Spiral Bound). Article: Electronic (PDF File; 9.738MB).

Dr. Amitoj Singh

Design and Innovation Expert, Indian Institute of Technology Delhi, Delhi, India

Dr. Amitoj Singh is an emotion centred design and innovation expert. He did his PhD and Masters in Industrial design from IIT Delhi after graduating in mechanical engineering. In his last academic assignment he was working as an Assistant Professor in the Industrial Design Programme at IIT Delhi. He has worked as a motorbike styling designer for Hero Honda Motors Limited for almost six years prior to his academic experience. He has designed various products,service and systems in the field of automobiles, consumer electronics, play equipments and adaptive environments. He has various international publications to his credit. His design and innovation projects have got him acclaim from media and industry.

Dr. Lalit Kumar Das

Professor, Instrument Design & Development Centre, Industrial Design Programme, Indian Institute of Technology Delhi, New Delhi, Delhi, India

Prof. Lalit Kumar Das pioneered Industrial Design education at IIT Delhi. He has developed a programme that is an excellent blend of design sensitivities and industrial propensities. He graduated in Civil Engineering from IIT Kanpur. Thereafter he did his Masters of Technology in Design Engineering from IIT Delhi and then Master of Art in Industrial Design from the Royal College of Art, London. He has a variety of interests in design and man’s innate potential to design. He has worked with artisans and has conceptualized distant education for artisans under the banner of IGNOU. He is deeply interested in sustainable approach to design and a non parochial non partisan framework for study of design. He has many publications to his credit. He has been engaging in the development of the recently announced National Design Policy.


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