Research On The Styling Design Of Basketball Shoes Based On Consumer’s Imagery

Product’s styling is the bond between consumer and product, and also the link ofconsumer and designer. Consumer’s subjective psychological feelings to products iscalled imagery, which including experience, memory and social cultural， anddirectly reflecting the user’s emotional needs. For a long time, designers are virtue oftheir own experience, intuition, feeling to solve design problems. Consumer’semotional needs are not adequately reflected. Therefore, research on the relationshipbetween consumer imagery and product styling feature to guide product design is ofgreat significance.In this paper, basketball shoe is researched by the method of forward inferenceKansei Engineering, Combining with the statistics and analysis of experimental data,and converting the consumer imagery of basketball shoes into styling elements,establishing the mapping between consumer imagery and key styling features toprovide reference for the basketball shoes design. The main work of this paperincludes:First, study on the theoretical basis of translation between consumer’s imagery andproduct styling, analysis the product design feature under influence of emotionalconsumption, and discuss the significance of the study, proposed the translationprocess and product modeling consumer imagery based on the method of forwardinference Kansei Engineering.Then, on this basis, extract the representative consumer’s imagery of basketballshoes by factor analysis, at the same time, use morphological analysis to extract keyStyling feature of basketball shoes. Subsequently, build the relevance betweenconsumer’s imagery and key styling feature by using semantic differential methodand multiple linear regression analysis, and propose a basketball shoes styling designrecommendation.Finally, the relevance between basketball shoes consumer’s imagery and keystyling feature is applied to the actual design. Through the analysis of the design,verify the mapping between the consumers’ basketball shoes and key styling features.