此研究主要探討汽車造形典型造形與創新造形之偏好性，建立人們印象中的汽車平均造型，使用軟體Morphing的技術由抽象變為具象，此實驗將收集三類汽車車型同角度圖片作為實驗的刺激物，Coupe雙門轎跑車、Sedan四門轎車、SUV(sport utility vehicle)運動型休旅車，進行Morphing形變的處理，計算出的結果為所收集樣本之平均造型，再分別將其修整與其他刺激物之品質相同，且也成為實驗的刺激物之一。平均車將與其他刺激物一併進入感性意象分析受測中，探討感性意象空間圖的分布情形，形容詞語彙的分析，並驗證平均車在所有刺激物中的關係，以及求出平均車對於受測者之偏好程度，且探討平均車與其他刺激物之差異程度，分析出市面上的汽車造形設計的差異性，並以圖表說明之。
此研究最終目標在於分析汽車造型的偏好性，探討消費者美感認知上的差異。而設計師藉由操控造形，材質，色彩等元素，創造產品外觀，需在 “創新”與 “消費者可接受” 下取得平衡，此研究可幫助設計師對於造形的原型能有一個參考，並有一個創新型與原型之間的喜好衡量標準。

This study first investigates the preference among car styling, typical styling, and innovative styling to establish the average car styling from the image of people. Secondly, by the technique of the software, Morphing, it is available to concretize the abstract database. Pictures in the same viewpoint of three categories of car types will be collected as the stimulus in this experiment, among them "Coupe", "Sedan", and "SUV" (Sport Utility Vehicle). At this stage, results through the deforming process by Morphing will be defined as the average styling from all collected specimens and be refined as the same standard as the other stimuli in the experiment. Then the average styling and the other stimuli both get under the testing of Kansei Engineering analyzing to find out results from the graph of Kansei Engineering space and the resolution of using adjectives which demonstrates relevants between average styling and all the other stimuli. After knowing the affinity of testee to the average styling car and confering the difference between average styling car and the other stimuli, We are able to interpret distinctions of marketing vehicle styling design and we also use diagrams to indicate it.
Analyzing the preference of car stylings and the distinctions on aesthetic between customers is the final destination of this study. Designers use elements such as modes, materials, and colours to create the exterior of products under the constraints of both innovation and coustomer needs. This research may administers designers some references on the original mode of styling and some cognition of the affinity span standard between innovative styling and original styling.

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