## 4 Results and Discussion
### Analysis of Coincidence between Physical Prototypes and HHP
It can, therefore, be deduced that with the HHP method it is possible to distinguish between textures that communicate concepts clearly (categorical responses) or confusingly (dispersion of responses), being able to choose not only what information is to be transmitted, but also the clarity of this. In the same way and regulating the level of texture, it would be possible to regulate the intensity of the concept transmitted, having an influence on the emotion produced and associated with that concept [46]. It is important to point out that this experience is not only linked to the haptic sense, but to the union of this sense with the sense of view. Accordingly, in the mind of the user this sensory information is linked to the product in an inseparable way [47; 48] so that it was this texture associated with that image that led him or her to transmit a semantic content and with it, evoke an emotion [49] and not the perception of both pieces of information separately. Thus, the design team of the trading company can use this sensory and cognitive experience to communicate through its products a concrete brand image [50; 51] detecting this synergetic effect of two sensory channels together with a concrete memory and an associated emotion. All this becomes more valuable when detected at a very early stage of the design phase, enabling the working methodology proposed in this article to be made more efficient and effective. On the other hand, there is also a strong parallelism in the level of overlap between product A and product B. So all adjectives where total matches predominate in one product also do in the other. In the case of total coincidence, these adjectives are \"silky\", \"dirty\", \"abrasive\" and \"clean\". And in the same way, all the adjectives in which the \(\pm 1\) match is predominant in product A also coincide in product B. These are \"soft\", \"sharp-edge\", \"slippery\" and \"adherent\". This occurs with eight of the adjectives, except in the terms \"smooth\" where the predominance is opposite and the term \"rough\" where both coincidences, total and \(\pm 1\) are equal. This may be due, as explained above, to the fact that the adjective \"smooth\" in the plastic samples causes confusion in the users since the test samples do not deliberately show surface irregularities in both products, making it difficult to evaluate a change in flatness. Similarly, for the term \"rough\" the response deviation between products A and B is minimal so it is not considered relevant data. All of the above suggests that there are some terms that are more complex to evaluate and make the user tend to a slight dispersion in their responses. Therefore, it can be deduced that the level of success that the interviewees have in their answers depends on the evaluated adjectives and not on the textures or reliefs of the proposed pieces. Thus, on the one hand, the easiest adjectives to evaluate for the proposed products are \"silky\", \"dirty\", \"abrasive\" and \"clean\" and, on the other hand, the more complicated \"soft\", \"sharp-edge\" \"slippery\" and \"adherent\". It is also deduced that the adjective \"smooth\", depending on the type of texture and relief evaluated, can generate greater uncertainty than the rest of the adjectives, producing the described tendency to move away from total coincidence. In order to analyses in a more detailed way the differences between the responses of products A and B, Figure 11 is carried out. It shows the sum of the percentages of total coincidence and \(\pm 1\) coincidence for each product and compares these values reached in both products. In this way, it is observed that in both products the adjective \"sharp-edge\" reports the lowest values, below 65%. As commented, it is possible that the term leads users to evaluate the cut made to produce the sample shown and they do not evaluate the texture, so a clarification in the evaluation of this term or its substitution could produce higher values of success.