Research On Product Form Perception Design Of Digital Camera Based On Kansei Engineering

With the continuous improvement of the social productivity, digital cameras of various brands and specifications compete on the market, which enriches people's lives greatly. As there are so many kinds of digital cameras and their functions are alike, the form perception of digital cameras that can meet consumers'spiritual needs becomes the keystone to attract consumers. So how to meet consumers'form perception has become digital camera manufacturers'key factor to enhance their advantage and get greater market share.Now the product form perception has attracted great importance of the international management science community, and become a great research field of kansei engineering. National research in this area is still in the initial stage. There is no systematic and quantitative research on digital cameras still. This paper is based on kansei engineering theory and integrates marketing, cognitive psychology and other knowledge to the survey consumers'form perception for digital cameras. After collecting and selecting representative images of digital camera, it analyzes data gotten from survey according to different groups' assessment on the appearance of digital cameras. It establishes digital cameras' form perception evaluation scale and consumers'preference model according to the correlation of the term and customers'overall preferences. Besides it establishes the correlation model among evaluation words and design elements of digital cameras so that it quantifies consumers'form perception for digital cameras. It provides methods of products form perception design for designers.This study provides complete steps for digital cameras form perception design and it can be applied to other products.