Exploring the Relationship Between Shape of Smartphone and Identity

In recent years, it is hard for users to distinguish a specific smart-phone from other company's smartphones because the shape of smartphones has become minimal. The purpose of this research is to clarify the relationship with identify of smartphones and their shape based on the analysis of nationality, gender, and experience of using the smartphone. In an experiment, eighty-eight participant of three different nationalities arranged the nine life-sized mock-up models of the shape of eight Android smartphones and iPhone X in order based on their similarity to the iPhone X shape with three different experimental conditions. In result, although the subject could distinguish the identity of iPhone X to a certain degree from the information of only the shape, it was confirmed that the correct answer rate differs depending on the three conditions; nationality, gender, and experience of using the smartphone.