| With the rapid increase in the number of Internet users worldwide,smart product users have also grown from 80 million in 1995 to 5.8 billion in 2016.With the rapid development of the Internet industry and the continuous increase in the number of active users,since the beginning of 2013,technological Internet companies led by Europe and the United States have redesigned their logos one after another.Therefore,whether the evolution of corporate brand logos has been accepted by a large number of user groups has become an important issue in the study of the transformation of Internet companies' operating routes.This paper takes the case of 30 well-known foreign Internet companies as a sample,and uses Kansei Engineering as a research method to study the trend and user acceptance effect of foreign technology Internet companies' changes in marks during the three years from 2013 to 2015,it can also establish a set of effective research processes for the visual communication discipline.The research content of this paper is mainly composed of the following six parts:The first part introduces the research purpose,background and significance of this paper.The paper summarizes the research status of the current domestic and foreign corporate brand visual identity systems and the research status of Kansei Engineering in the field of visual communication,and proposes the research framework and research methods of this article.In the second part,a brief introduction to perceptual engineering was established.A preliminary research framework based on perceptual engineering as a technical guide was established.The key methods of perceptual engineering used in this topic were combined and elaborated.The evolution of visual core elements based on morphological analysis was proposed.The morphological analysis model establishment method,the user preference evaluation scale development process based on the semantic difference method,and the mathematical model based on multiple regression analysis were used to calculate the survey data,and the correlation between the user's perceptual evaluation and the visual feature evolution factors of the marker was obtained.In the third part,an expert focus group was formed to combine the basic characteristics of the flat design style and use morphological analysis to establish the evolutionary trend model of visual core elements based on color,graphics,and fonts.The model contains a total of 27 types of evolutionary trends of the eight types of signs,and each type of possible independent evolutionary features.The secondary extraction of samples was performed according to the evolution model of the visual core elements of the logo,and finally 30 research samples were selected to enter the survey database.The fourth part summarizes the overall change trend of the representative technology Internet brand logo in recent years from eight aspects.The fifth part uses the semantic difference method to carry out the user acceptance test on the control sample of the old and new versions of the image,and obtains the user's degree of accreditation data for the evolution of each sign.Subsequently,multiple regression analysis is used to correlate the evolution feature data and the user acceptance data.Through the quantification of a class of analysis results,the positive or negative correlations of user recognition of various evolutionary features are clearly defined,and the validity factor of the inductive engineering in sign design is obtained,and the experimental results are verified.The sixth part applies the new conclusions presented in this paper.Inspected the social recognition effect of the changes in the core elements of foreign mainstream Internet companies in recent years,and put forward reference suggestions for the future path of Internet companies' brand logo optimization. |
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