This paper reviews the research ideas around consumer response to product design. From the product side, we discuss the most significant design features preferred by average consumers, such as aesthetics and utility. And from the consumer side, we investigate the human factors influencing consumer perceptions. We present the main approaches used to measure the consumer response to product design and summarize the multiple biases that occur during the evaluation. Finally, we present in detail the most commonly used methods to analyze consumer response data and their roles in the design evaluation context. Practitioner Summary: To answer the question: What causes differences in design response? We summarise the research findings related to product design features and human factors. We highlight the biases that can emerge from the measurement approach. And discuss the most common analysis methods used for product design response information.
Keywords: Product design; consumer design perception; product design response.