The Emotional Design Of Ice Cream Based On Consumer Attribute Evaluation

With the increase of product richness and selectivity,consumers are more and more attracted to products that can meet their own needs,and the quality requirements and innovation requirements of products are mentioned in the key position.China’s ice cream market has a broad space for future development.With the changes of consumers and market demands,the structure of ice cream products is in urgent need of adjustment and optimization.At present,the discussion of ice cream products is mainly focused on the production process,quality standards and advertising marketing.But,in fact,relative to the nutritional value and other elements,consumers pay more attention to the appearance of the ice cream and visual perception,such as shape.Ice cream itself has features of convenience,visual characteristics,the pursuit of novelty and low brand loyalty,these features make consumers more simple,rapid,impulsive and sensibility when buying ice cream.Therefore,considering consumers’ psychological preference in the design and manufacture of ice cream products can more easily stimulat e purchase demand and positive emotion.This study focuses on the ice cream products,according to the emotional evaluation and feedback of consumers,by means of mathematical modeling and experiment to understand the relationship between emotional factors and the product design elements,try to explore the dynamic mechanism how ice cream design elements affect mood,set up a ice cream product emotional design system based on consumer attributes evaluation.The research is based on the psychological preference and cognitive evaluation of consumers,combined with bottom-up data-driven product emotional exploration and analysis to carry out top-down concept-driven product design.The study consists of three parts.The first part try to understand consumers’ preference for attributes of ice cream products,determine the characteristics of elements in the production of ice cream products.The study adopts the joint analysis based on discrete selection,126 consumers were investigated for their experimental behaviors,and the design elements of ice cream products were studied from specific attributes to overall feelings.It was found that taste was the most important product attribute,followed by brand and price,and again for package and type.Ice cream buyers can be divided into five categories according to their attention to the attributes of ice cream: taste supreme,brand loyalty,price sensitivity,visual dominance and pursuit of enrichment.In terms of overall contour preference,mengniu brand,vanilla flavor,2 yuan and less,cup and cone,combined ice cream are more popular.The regional effect of the brand is very obvious.Consumers still prefer the type of ice cream which is cheap and rich in taste.For different groups,men are more concerned about brands and women are more concerned about taste.Consumers aged 13-18 and 41-60 care more about brands.Consumers aged 19-25 and 26-40 belong to the taste supremacy model,and there is no difference between nationalities.The second part is to establish the model of the relationship between the shape and taste attributes of ice cream and the semantic of ice cream image.The representative samples of ice cream shape and taste and the representative adjective pairs that can describe the emotional image of ice cream shape and taste were selected by multi-scale method and cluster analysis.The semantic difference questionnaire was composed of representative samples and image semantics,138 subjects were investigated on the shape image semantic space,and 31 subjects were tested on the taste image semantic space.The results show that the shape and taste of ice cream is a three-dimensional image space composed of sensory evaluation factors,emotional cognitive evaluation factors and cognitive evaluation factors of product utility.By adopting Quantitative Theory 1 model,the perceptual cognition is transformed into the specific design elements of new products,and finally the distribution relationship between the ice cream shape features and taste elements in different image semantics is obtained.On the whole,the mixed color,decorative pattern,curve,organic form and packaging ice cream styling elements are more likely to induce consumers’ positive emotional experience.The light,sticky and fluffy taste is more popular,the smooth is lighter,and the rough texture is evocative and vibrant.Vanilla and nut flavors and combination ice cream can trigger more positive emotional experiences.In the third part,the research paradigm of emotion initiation experiment is adopted to further explore the emotional valence and internal operation mechanism of ice cream image semantics.There were four behavioral experiments,respectively investigated the efficacy,positive and negative titer of ice cream shape image semantic word,analyzed the influence law of the colour,line,shape,texture and structure elements of ice cream products on emotional evaluation and classification,and verified the reliability of the image semantic evaluation and the universality and particularity of emotional evaluation and classification.The results show that(1)the cognitive evaluation factors of product emotion are relatively appropriate and have psychological effects.The response rate of image words with positive positive emotion was higher,and the judgment time of negative emotion words was generally higher than positive emotion words.(2)the attractiveness of ice cream styling increases with the increase of lightness,showing a linear upward trend.The response rates of different hue at the three levels of brightness 4-6 were more discrete and the emotion recognition was fuzzy.The curvy and curvy lines in ice cream styling are more attractive than straight lines and take less time to make emotional assessments.Organic forms are more attractive than geometric forms.The ice cream with patterns and grooves may show a richer emotional experience,which can meet more taste expectations and be more popular with the subjects.(3)the time needed to evaluate the emotion of ice cream under the condition of emotional consistency was shorter than that under the condition of emotional inconsistency,which confirmed the existence of the emotion priming effect.(4)positive emotion assessment is more dominant,reaction speed is faster,and ice cream color and shape emotions are more likely to be given positive meanings.The evaluation of different ice cream imagery semantics has regularity and particularity,which needs to be selected according to the design objective.Based on the above research,emotional design of the ice cream can be starting from different research levels,through the corresponding research method,find both accords with the universal law of positive emotional design,also can reflect the unique,personalized,emotional product design scheme,let the ice cream has a more special emotional appeal.The study follows a top-down emotional design model,integrates multi-disciplinary basic principles such as emotional psychology,cognitive psychology,ergonomics and econometrics.Using the combination of qualitative research and quantitative research,the attributes and design language of ice cream design and sales were systematically investigated.A mathematical model that determines the quantitative indicators of ice cream design elements that meet the psychological measurement criteria is constructed.The study has theoretical significance for enriching and expanding the hierarchical model of emotional design,and has a clear application value and promising market prospect for exploring the emotional design of products with Chinese local characteristics.