Image Construction And Evaluation Of Tweed Products Based On Kansei Engineering

With the continuous improvement of the quality of life,Kansei engineering has been used more and more widely in the field of product design.Consumers’ demand for products has gradually shifted from the pursuit of practical value to perceptual value.The transformation and upgrading of consumer demand has provided new ideas for product perceptual design.In the textile field,perceptual design is also increasingly concerned.Consumers’ perceptual evaluation is crucial for the design and production of clothing fabrics,Producing fabrics that meet consumer aesthetics is currently the focus of fabric design.The tweed fabric is loved by the domestic and foreign consumer markets for its elegant appearance,novel patterns and unique style.The feelings and preferences that the fabric brings to consumers affect consumer purchase decisions.Therefore,the evaluation of the product image of tweed fabric and the exploration of its preferences are of great research value,which can help the market and enterprises design and produce tweed fabrics that are more in line with consumers’ perceptual images,It provides a new design idea for the development and design of tweed products.This paper takes tweed fabric as the research object,applies the research method of Kansei engineering,combined with semantic analysis,extracts the perceptual image elements of tweed fabric with different organizational structures,constructs the product image space as the communication bridge between consumers and products,and makes a correlation study on the organization structure and product image words;The subjective and objective comparative analysis of attention and preference of tweed fabric was carried out using eye movement tracking technology.After processing the data of objective consumer attention areas and fabric subjective preference scores obtained from eye movement experiment tracking,the personal preference evaluation rule was calculated by mathematical statistics method,and regression equation was established with the representative word pairs of image space.The main research content is as follows:(1)First of all,after market research,the representative tweed products--Chanel’s Style tweed fabrics were selected.The representative wool belly fancy yarn was selected as the main yarn,and plain weave,twill,pattern change plain weave,and interlaced change twill were taken as the basic organizational structure.The design was carried out from the two product elements of fabric organizational structure and weft belly yarn coarse knot fineness,and the preparation of experimental samples was completed.(2)The semantic analysis method in Kansei engineering was used to collect a large number of descriptive sense words.The expert method and KJ method were used to cluster and classify.After K-means calculation,four evaluation clusters of tweed fabric were obtained:organ perception,style perception,practical perception,and temperament perception.The large sample questionnaire survey combined with the weight reordering method,and finally 15 representative word pairs were screened to form the image space of the perceptual evaluation experiment.(3)The semantic analysis method combined with the Likert five level scale method was used to conduct the perceptual evaluation experiment on tweed fabrics with different organizational structures.The subjects scored the emotional vocabulary pairs of tweed fabrics with different organizational structures in five levels,quantitatively analyzed the perceptual image evaluation data,and used descriptive statistics,factor analysis,correlation analysis,difference analysis and other methods to conduct product image evaluation research,12 representative pairs of style image words were analyzed and classified into four evaluation dimensions: style perception,comfort perception,simplicity perception,and modern perception,corresponding to the clusters obtained by experts;Explored the correlation between image word pairs and the differences in image word pairs between fabrics with different organizational structures;It also analyzes the difference between gender and specialty in evaluating the perceptual image of tweed fabric.(4)Using eye tracking technology,this paper analyzes the eye movement index data of tweed fabrics with different organizational structures and different slub weft fineness,and the consistency of eye movement index and preference score.Finally,taking tweed fabrics with different organizational structures as an example,this paper discusses the relationship between eye movement index,preference score and perceptual image,The main conclusions are as follows: the changing weave has the highest popularity and attention among tweed fabrics with different weave structures;Tweed fabric with big belly weft slub of about 2mm is the most popular among tweed fabrics with different slub weft fineness;Gender can lead to differences in eye movement indicators and preference scores;There is a functional relationship between consumer preference,eye movement fixation time,and perceptual image word pairs,respectively.Grasping consumers’ real intention to tweed fabric provides certain reference value for guiding subsequent design,development and production.