Abstract

Products created by the process of meaning design strategy sometimes end up with failed results due to consumers’ inability to understand a product’s new meaning. This problem often relates to consumers’ lack of design knowledge. This study tries to investigate the relationship between consumers’ level of design knowledge and the ways in which they assign meaning to products. Design values have been used as a base for product meaning, which include functional-based, aesthetic-based, and symbolic-based values. The study applied a quantitative analysis methodology to the furniture industry in Thailand. Researchers collected data from 442 consumers of this industry through a sample survey. Based on the results of the study, the researchers drew several conclusions. Firstly, new meaning design should give priority to functional-based value. Secondly, consumers with standard and high design knowledge tend to be more interested in aesthetic-based value. Thirdly, when a new product is introduced, the designer should provide the consumers with relevant design knowledge, as it will increase their interest in aesthetic-based value. Accordingly, this could increase the possibility for a higher selling price, because most consumers with an interest in aesthetic-based value do not have a set price in mind based on rationale. Lastly, in presenting aesthetic-based value, specific venues such as a furniture exhibition, where designers can explain products and educate consumers, should be selected.