A symposium sponsored by ASTM Committee E-12 on Appearance of Materials, and Committee E-18 on Sensory Evaluation of Materials and Products
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2 SENSORY EVALUATION OF APPEARANCE OF MATERIALS A symposium sponsored by ASTM Committee E-12 on Appearance of Materials, and Committee E-18 on Sensory Evaluation of Materials and Products AMERICAN SOCIETY FOR TESTING AND MATERIALS Philadelphia, Pa., Oct ASTM SPECIAL TECHNICAL PUBLICATION 545 P. N. Martin and R. S. Hunter, symposium co-chairmen List price $ islb; AMERICAN SOCIETY FOR TESTING AND MATERIALS 916 Race Street, Philadelphia, Pa
3 by American Society for Testing and Materials 1973 Library of Congress Catalog Card Number: NOTE The Society is not responsible, as a body, for the statements and opinions advanced in this publication. Printed in Baltimore, Md. December 1973
4 Foreword Because of the overlapping interest of ASTM Committees E-12 on Appearance of Materials and E-18 on Sensory Evaluation of Materials and Products in vision and appearance, they have maintained liaison for many years, and joint sponsorship of this symposium was very appropriate. For Committee E-12 the symposium effort represented an extension beyond instrumental measurements, which had received most of their attention. For Committee E-18 it was a follow-up to ASTM Special Technical Publication 433, "Basic Principles of Sensory Evaluation" (1968), which included a chapter on vision and general chapters applying to all the senses. W. H. Danker, who was Chairman of Subcommittee E during the early planning in 1970 and 1971, was largely responsible for the initial proposal for a joint effort of the two committees and the later proposal that this effort take the form of a symposium. W. J. Kieman, who was Chairman of Committee E-12 in 1970, gave enthusiastic support to the proposed project and contributed many valuable suggestions for getting it underway. The Chairmen of Committees E-12 and E-18 when the symposium was presented in 1972 were H. K. Hammond III and F. Sullivan. The Inter-Society Color Council also cooperated. P. N. Martin and R. S. Hunter presided as the symposium co-chairmen. Session chairmen included W. H. Danker, H. K. Hammond, R. S. Hunter, and 0. R. Volk. Other members of the symposium task force were Mary W. Jenkins, J. W. Johnston, E. D. Kilmer, Angela C. Little, E. P. Rubacky, H. Stone, and R. M. Teates.
5 Related ASTM Publications Basic Principles of Sensory Evaluation, STP 433 (1968), $5.75 ( )
6 Contents Introduction 1 Mechanism of Vision-A Review /. W. Johnston, Jr. 3 Anatomy 4 Higher Brain Centers 7 Optical and Physiological Functions 7 Day and Night Vision 9 Visual Pigments 9 Color Vision 11 Deductive Logic and the Overview 11 Perception of Size 12 Brain Function 14 Color Constancy 15 Conclusions 16 Visually Perceived Attributes of the Appearance of Materials and ASTM Progress Toward Their Measurement-i?. S. Hunter 18 The Measurable Attributes of Object Appearance 19 ASTM Achievements in Appearance Attributes Analysis 25 Major Unmet Needs and Suggested ASTM Program for the Appearance Analysis of Materials 31 Conclusion 34 Product Appearance as Communication C /. Abend 35 Product Appearance as Communication Visual Perception Key to Communication Approaching an Appearance Vocabulary 39 Syntax and Forms of Non-Verbal Communication Object and Information An Illustrative Example Rating Appearance Communication 47 Appearance Embroidery, Candor or Confusion Significance of Product Communication Conclusion 53 Connotative Meaning of Visual Properties of Surfaces C A. Burnham and C. T. Grimm 54 Semantic Differential Methodology 55 Semantic Differential Ratings 58 Psychophysical Relationships Discussion 64 68
7 Obtaining and Summarizing Subjective Impressions for Correlation with Analytical Measurements Af. W. Jenkins 70 Classes of Problems 71 Assessing Subjective Impressions 72 Examples 74 Example 1 76 Example 2 80 Example 3 83 Summary 87 Concepts and Applications of Multidimensional Scaling Myron Wish and /. Douglas Carroll 91 Some Basic Concepts of Multidimensional Scaling 92 Some Methods for Collecting Proximities Data 95 An Application of M-D-SCAL to Data on Nation Perceptions 98 Assumptions of the INDSCAL Model 100 An INDSCAL Analysis of the Nation Data 101 An INDSCAL Analysis of Helm's Color Vision Data 101 Perception of Colors Differing in Hue, Value, and Chroma 104 Conclusions 106 Color Evaluation of Foods Correlation of Objective Facts with Subjective Impressions J4. C. Little 109 A General Approach to Color Evaluation of Foods 113 Concluding Remarks 126 Relationship of Instrumental Measurements to Visual Impressions of Potato Chip Color-/. N. Yeatman and B. B. Aulenbach 128 Procedure 129 Results 132 Measurement of Judgmental Responses to Multi-Attribute Marketing Stimuli-P. E. Green 139 Research Problems 141 Additional Considerations 150 Potential Marketing Applications 152 Conclusion 153 Appearance: Likes and Dislikes ". P. Rubacky 154 History 156 Methods 159 Results 168 Summary 177 Discussion 177 Sensory Evaluation: Potentials for Precision and More General Application in Science and Technology ^. M. Pickett 185 A Case Study from Astronomy: Evaluating the Brightness of Stars 186 An Illustration from Medicine: Scaling the Appearance of PAP Smears 188 Summary 193
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