In this study, we are discussing the subject of "metaphoric pictures on commercial multi-packs" , and exploring "event-related potentials ERP)" in terms of the metaphoric pictures for "product association". We have the following findings: (1) The metaphoric pictures can be divided into 3 levels: product physicality, product content, and product property. (2) The result of ERP experiment on the metaphoric pictures shows that pictures with higher association (product physicality) will have larger ERP amplitude in P300 component; the activation of the brain goes gradually from frontal lobe to parietal lobe. In this research, pictures with high association and affective pictures are positively correlated in ERP reaction time and the activation in the brain positions. We expect researchers to examine the relationship between design ideas and cerebral activity that aids an interdisciplinary development of figure design.
Bulletin of Japanese Society for the Science of Design,59(1),1_59-1_64