Emotionally engaged raincoat: uncovering aesthetic design codes that drive consumer affection

This study examines factors influencing consumer preferences in raincoat purchasing, focusing on aesthetic and emotional considerations. The Evaluation Grid Method (EGM), combined with quantitative analysis, was used to explore hierarchical relationships among emotional evaluations, appeal factors and concrete design attributes. Data were collected from N = 20 participants through image-based raincoat selection and in-depth interviews. The results identify nine key charm factors – Fashion, Windproof (Trench) Style, Cuteness, Convenience, Everyday Apparel Style, Patterned Style, Special, Fresh/Clean Style and Japanese Style – together with 13 higher-level emotional attributes and 28 lower-level design features. These were synthesised into seven core design dimensions: silhouette, material, design, style, colour scheme, details and function. The findings show that different charm factors are driven by distinct design elements. In addition, young consumers prefer imported raincoats, with males favouring simple, sleek styles and females preferring fashionable and cute designs, offering practical guidance for rainwear design aligned with emotional needs.