The Investigation of How Brand Design Language Impacts Young Motorcycle Enthusiasts: Yamaha and Honda as Example

This study focuses on the two major Japanese motorcycle brands, YAMAHA and HONDA, exploring how their design aesthetics influence the brand perception and preferences of young consumers aged 21 to 24. The research methods include comparative analysis of the design language and styling features of different models from the two brands, along with surveys and in-depth interviews to assess the emotional responses of young consumers. Preliminary results show that YAMAHA's design language is typically associated with modernity and streamlined designs among the youth, whereas HONDA is perceived as more rigid and functionally robust. The findings highlight the significance of styling in shaping brand image and consumer perception, offering specific design recommendations for motorcycle manufacturers targeting the young market.