The Relationship Between Preference and Emotional Response of Different Type of Chinese Dragon Patterns: Expertise Matters

This study aimed to investigate the relationship between the design elements of Chinese dragon patterns and the emotional responses and preferences of participants, while exploring esthetic differences between novice and professional groups. We employed the E-prime method and multiple linear regression analysis to examine the visual features that elicit emotional responses and preferences among participants. A total of 100 college students were categorized into novice and professional groups based on their expertise in traditional patterns and evaluated a series of dragon pattern stimuli using the Self-Assessment Manikin (SAM) scale. The findings revealed a significant correlation between the design elements of dragon patterns and participants’ expertise, emotional responses, and preferences. Shape variations in dragons were more likely to elicit emotional responses in the novice group, influencing preference choices, while simplified designs evoked emotional responses in the professional group. Notably, the use of circular borders in dragon patterns significantly impacted the emotional responses and preference evaluations of both groups. This study provides valuable insights into the modernization of dragon pattern design and contributes to the preservation and sustainability of Chinese culture. The universal preference for circular borders in dragon patterns suggests a commonality in esthetic appreciation, highlighting the significance of understanding cultural-specific esthetics in design practices. The research fills a gap in the literature regarding the association between preferences and esthetic emotional feedback toward traditional Chinese pattern design elements and offers a theoretical foundation for future research exploring esthetic differences and emotional experiences across different cultural backgrounds.