Assessing the Attributes of Unconscious Interaction Between Human Cognition and Behavior in Everyday Product Using Image-Based Research Analysis

  • Muhammad Jameel Mohamed KamilEmail author
  • Shahriman Zainal Abidin
  • Oskar Hasdinor Hassan
Conference paper
Part of the Smart Innovation, Systems and Technologies book series (SIST, volume 134)


This paper’s objective is to critically assess the attributes of unconscious interaction between human cognition and behavior in the everyday product. During the study, a total of 30 images has been captured through natural observation. Using image-based research analysis as an approach, each image was critically assessed based on Burri’s theoretical framework of visual dimensions analysis. Nevertheless, a set of evaluation scheme was distributed to 30 Malaysian designers to obtain the reliability of the image analysis. The findings of the study indicate a significant descriptive characteristics analysis contained within different dimensions, which led to the identification of the attributes of unconscious interaction between human cognition and behavior in the everyday product. The implication of this study will help designers to widen their gaze on the possibilities of identifying user’s need during design thinking process by looking at the realms of unconsciousness and embodies human interaction.


Image-based research analysis Product design Methodology 



We are grateful to designers who participated in our study. This research was partially funded by the Ministry of Higher Education, Malaysia; and the Universiti Sains Malaysia, Malaysia. This support is gratefully acknowledged.


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Copyright information

© Springer Nature Singapore Pte Ltd. 2019

Authors and Affiliations

  • Muhammad Jameel Mohamed Kamil
    • 1
    Email author
  • Shahriman Zainal Abidin
    • 2
  • Oskar Hasdinor Hassan
    • 2
  1. 1.Department of Product Design, School of the ArtsUniversiti Sains MalaysiaPenangMalaysia
  2. 2.Formgiving Design Research GroupUniversiti Teknologi MARASelangorMalaysia

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