عنوان مقاله [English]
There are various factors which results in approaching a product or in contrast, avoiding a product by consumers but the majority of consumer’s response depends on his/her perception of the product. Which apparent factors are effectual in an approach response to the product? Why do consumers have various and sometimes contradictory responses to a single product? In the present article, first we will define the defi-nition of perception and the perceptual process. Then, we will discuss the communication process and we will briefly debate on the extended framework for design as a process of communication. (Crilly, 2004) In other words, if we consider product perception process by the consumer as a communication process, how is it established? Which factors affect the quality of consumer’s response? In the proposed model, consumer response to product’s visual form and the cognitive response to design will be discussed. Also, the factors which can affect the ways in which a message will be decoded, will be mentioned.