An Empirical Investigation on the Visual Imagery of Augmented Reality User Interfaces for Smart Electric Vehicles Based on Kansei Engineering and FAHP-GRA

Smart electric vehicles (SEVs) hold significant potential in alleviating the energy crisis and environmental pollution. The augmented reality (AR) dashboard, a key feature of SEVs, is attracting considerable attention due to its ability to enhance driving safety and user experience through real-time, intuitive driving information. This study innovatively integrates Kansei engineering, factor analysis, fuzzy systems theory, analytic hierarchy process, grey relational analysis, and factorial experimentation to evaluate AR dashboards’ visual imagery and subjective preferences. The findings reveal that designs featuring blue planar and unconventional-shaped dials exhibit the best performance in terms of visual imagery. Subsequent factorial experiments confirmed these results, showing that drivers most favor blue-dominant designs. Furthermore, in unconventional-shaped dial designs, the visual effect of vertical 3D is more popular with drivers than horizontal 3D, while the opposite is true in round dials. This study provides a scientific evaluation method for assessing the emotional experience of AR dashboard interfaces. Additionally, these findings will help reduce the subjectivity in interface design and enhance the overall competitiveness of SEV vehicles.