Design and storytelling concepts in the quality of experience

In this paper, we examine the implicit aspects of quality activated by the design and storytelling components of the consumer´s product and the consumption environment. We describe what affects the consumers´ assessment of the product by looking beyond its surface. We review several design and marketing examples including previous research in multimedia and information processing and other fields to understand the how the unconscious realm of thoughts and impressions can create an impact on quality judgement. We also propose a framework in the Quality of Experience that includes the implicit aspects of quality judgement.