The Extraction Method Of Kansei Image Words And Design Elements In Emotional Design Of Product Appearance Considering Multi-dimensional Design Features

The design level of product emotion is a significant factor in consumers'purchasing decision, and product appearance is a main form of product emotion charaterization.With the lack of considering integrity and multi-dimensional design features in emotional design of product appearance or unitary measurement method, a support technology of emotional design of product appearance applying multimodal measurements is proposed with a comprehensive considering of multi-dimensional design features consisted of product form, color, texture and so on. The main research content includes the following several parts:(1) Representative product selection method based on multidimensional scaling analysis and cluster analysis. Using the multidimensional scaling analysis method to explore reasonable dimensions of initial representation SUVs, and then use Q type of hierarchical cluster analysis to explore the initial SUVs'classification number, according to the result of K-means clustering analysis, the final representative SUVs were selected.(2) Kansei image words selection method based on semantic difference (SD method). Collecting Kansei image words which can reflect SUVs'appearance defined by multidimensional design features. Emotional image cognitive experiment was carried to obtain emotional image evaluation from consumers on SUVs'appearance image. Through the project analysis, correlation analysis and factor analysis of the experimental data to obtain Kansei image words for SUVs'appearance.(3) Product appearance form definition method research. Take a global perspective from product integrity and deconstruction method based on global human interface elements (HIEs) defined by multidimensional design features of the product, and a comprehensive description of the discrete and continuous design elements, patterns and design elements to establish parameters via the actual choice of form factors and product design parameters.(4) The extraction method of design elements in emotional design of SUVs appearance considering multi-dimensional design features. Significant influence consumer emotion SUVs' multidimensional modeling features were selected out based on the HIEs after the deconstruction of multidimensional modeling characteristics. With using of eye tracking technology screening influence consumer emotionally significant user Area of Interest(AOI), in terms of participants'AOIs per unit time(s) multiplied by per unit Area(px) of the fixation point which happen in frequency difference and the statistical analysis results of the target hit rate combined with selected Kansei image words for evaluate SUVs' appearance.Study results can provide technical support of product emotional design for enterprises as well as complements for emotional design theories, which have a good application foreground.