6. Assessing the Attributes of Unconscious Interaction Between Human Cognition and Behavior in Everyday Product Using Image-Based Research Analysis

This paper’s objective is to critically assess the attributes of unconscious interaction between human cognition and behavior in the everyday product. During the study, a total of 30 images has been captured through natural observation. Using image-based research analysis as an approach, each image was critically assessed based on Burri’s theoretical framework of visual dimensions analysis. Nevertheless, a set of evaluation scheme was distributed to 30 Malaysian designers to obtain the reliability of the image analysis. The findings of the study indicate a significant descriptive characteristics analysis contained within different dimensions, which led to the identification of the attributes of unconscious interaction between human cognition and behavior in the everyday product. The implication of this study will help designers to widen their gaze on the possibilities of identifying user’s need during design thinking process by looking at the realms of unconsciousness and embodies human interaction.