Psychology Evaluation Research On Display Design Of Local Auto Brands

This paper stands on the macro-economic background that economic system transits from service to experience economy. Selecting the local auto brands rapid rising recent years to be study object, study on the effects and trends in their display experience design link. Combine the depth interview method, questionnaire method, correlation and comparison analysis methods, based on brand awareness and relevant theoretical research for psychology evaluation research on display design of local auto brands. At first study the practice developing process of auto brands display experience design, summarize the involving theories in all stages and make comparison research home and abroad. Then do painstaking analysis and comparison to practical cases, obtain enlightenments to local auto brands display experience design, hereby research on the local practice developing. Analysis the status of local display experience design, find out the advantages and disadvantages and explore the future developing trends.Based on a series of research spread the empirical study, first discriminate select the interviewers and make a depth interview using a script, qualitative understand the cognition condition of consumers to auto display experience design. Design the questionnaire and rapidly modified. The final questionnaire use network platform of survey send out and receive. All the data study quantitatively in ten aspects analysis the consumer recognition condition, obtain the consumer recognition conditions and attitude indexes from the association analysis to all the investigation factors and correlated characteristic factors. At last put forward the systematic conclusions from all the research contents. Points out the different kinds of consumers' integral cognitive differences, and finally raises the methods of promote the local auto brands display experience design effects.The study involve the theories of experience economy, experience design, display design, design effects psychology evaluation and study of brand, make cross fusions of multi subjects and breakthrough at research contents, methods and conclusions. Correlated study results abundant at present but directly related results not yet, so this research has certain innovation. The methods, process and results of research could be expanding to more aspects, such as other industries, other type of experience design, other type of brand and other kind of consumer experience design research and so on, form abundant multiple successor study.