The Emotional Design Research Of Product Form

With the abundance in social substance and the development of science and technology, great changes have taken place with people's concept in consumption. What's more, their values orientation has also undergone world-shaking changes. In addition to higher and higher request of all kinds of product modeling, which is closely linked with human, what people seek for is not just satisfaction in material, but even greater satisfaction in spirit. As for product form, it is the spiritual carrier, which not only conveys the functional value of itself, but also the connotative spirit. As a result, the perceptual demand of product form design exceeds people's functional demands.Therefore, designers should consider how to satisfy the demand of consumers from the aspect of perception rather than adopting the thinking pattern of "black box "in the design. Besides, designers take product function into their consideration during their form design, but they should attach much more importance to those disciplines relating to people's perception, such as psychology, semiotics, sociology etc. When product design is completed, it can show the difference from the perceptual side, so as to arise consumer's appreciation and affection in case of the market crowded with the same kind of products and fierce competition. From the side of consumers, they also get the opportunity to make their choice of the procduct which meet their perceptual demand at most. As a result, the most important subject is how to lead consumer's perceptual demand into product form design.Based on the analysis of product form, this paper carries on research into kansei engineering has on cognitive perceptual factors of product form. And it presents the following factors which affect perceptual cognition: culture, times, fashion and nationality. Image transforming design method is proposed by means of using real cases to analyze. And this method simplifies the design process, the step is: set up the prototype—free association—association strengthening—transforming Furthermore, real cases(design of cell phones satisfying college students) are adopted for research. moreover, research papers and KJ classification are used for collecting datas. Finally the result comes out after sampling and evaluating. On the basis of consumer's present perceptual demand, the paper aims to find out ways to expand methods and ideas for sound and effective morphology design.