Investigation of Consumers’ Emotional Response towards Islamic Design Patterns

When it comes to buy a product, emotion plays a key role in making decision. Designers tend to stimulate desired emotions through design to push consumers to buy specific products more than others. Emotional responses of individuals are related to their culture. Therefore, many companies apply cultural features into their products to attract customers. Cultural features are elements that represents a specific culture. They can be divided into two kinds of features: visual and non-visual. Design patterns are considered one of visual cultural features. In this paper, we concentrate on studying Islamic design patterns and exploring consumers’ emotional responses towards different kinds of Islamic design patterns. This paper fill the gap in the area of emotional measurement of cultural elements. This can help designers to develop designs that use the more emotional patterns. It also can help companies in marketing products in a more competing world.