The Design Communication Assessment Scale (DCAS): Assessing and Adjusting the Effectiveness of Product Design Communications
开发了设计沟通评估量表（DCAS），用于通过消费者评价衡量产品设计沟通的有效性，涵盖七个维度，并验证了其在不同场景下的通用性，有助于管理者优化设计沟通。
This research integrates marketing literature, design theory, interviews with world-renowned designers, and established scale development procedures to develop a reliable and valid instrument that measures the effectiveness of design communication (i.e., the information about product designs conveyed through the product, packaging, or advertisements) via consumer evaluations. The theoretical underpinnings and face validity engaged in the development of the Design Communication Assessment Scale (DCAS) progresses the field's understanding as to what constitutes the seven evaluative dimensions of design (form, function, solidity, usefulness, style, eco-consciousness, and uniqueness). Practically, DCAS's versatility provides managers with the ability to gauge consumer evaluations of design communications while enabling better communications with designers. In addition, the authors validate a shortened form of the DCAS for resource-constrained firms. Support for DCAS’s generalizability is provided across laboratory and field studies in which ecological validity is established. Together, these studies demonstrate that using DCAS leads to improved performance across a wide array of metrics, including click-through rates, email signups, and retail sales for a diverse set of products.