The influence of semantic relevance on the discernment of product appearance and function

BACKGROUND: This study investigated the impact of semantic relevance on the ability to comprehend the appearance and function of a product, as presented in images. METHODS: The images used the constructs of Simile, Metaphor and Analogy to correspond to congruent, related and incongruent semantic structures, and measured the amplitude of Event-Related Potentials (ERPs) to compare these images with Landscape images. Sixteen participants with design-related educational backgrounds were invited to join in the ERP experiment. RESULTS: The results found that the image depicting the Metaphor showed a stronger N600 amplitude in the right anterior region of the brain than the Landscape image and the Analogy image induced a stronger N600 effect in the left anterior and right anterior part of the brain than the Landscape image. However, the Simile image did not trigger the N600. The N600 was triggered when the meaning of the Metaphor and Analogy being presented could not be understood. This indicates that a greater processing effort to comprehend them than was required for Simile. Analogy has a wider N600 distribution than Metaphor in the anterior area, suggesting that Analogy would require higher-level thinking processes and more complex semantic processing mechanisms than Metaphor. CONCLUSIONS: The N600 implicated that an assessment method to detect the semantic relationship between appearance and function of a product would assist in determining whether a symbol was suitable to be associated with a product.