Visual Similarity Reasoning Of Product Image Based On Cognition Electroencephalogram

Research on product image cognition is important research content in the product design and the cognitive psychology domain, who aims to understand the cognitive mode of user, helping the designer and enterprise in innovation design. This paper uses new experimental methods of similarity reasoning of product image and brainwave technology to study a controversial topic:the cognitive process of product image’s visual similarity is based on the whole or part of the products’characteristics. In this study, three experiments were conducted, respectively, to compare the influence on product image cognition:shape with the overall image, color with the overall image and material with the overall image. Users’ reasoning process and the brain wave during the reasoning were recorded. Conclusions could be drawn according to the results of data analysis that product image cognitive process involves two models, the overall and the characteristic cognitive model, and the characteristic cognition shows a greater effect on similarity reasoning. The shape and color play an important role in the product image cognitive process, and the color is most likely to be used for similarity reasoning, as well as help users judge the similarity. Electroencephalogram data results revealed the cognitive process of brain activity, which verified the inference results, and more deeply revealed subjects’　event related potentials changes in the process of cognition. This paper’s results have practical guiding significance and provide a direction for future research in product cognition.