Application Of Chinese Elements In Fashion Brand Image Design Based On Sensory Evaluation Data Analysis

The arrival of the fast-paced era and the improvement of consumers'erceptual needs make the form system of brand logo particularly important for a clothing brand.This article attempts to apply Kansei Engineering to the development trend of core elements of clothing brand and the related theoretical methods of extracting Chinese elements.It tries to solve the problem of modern visual recognition design of clothing brand combined with Chinese elements in a more systematic and comprehensive way,and provides theoretical basis for clothing brand logo design with more objective and rational analysis.The design of clothing brand logo is transformed into a more specific qualitative design element through the research mode of Kansei Engineering,and the Kansei Engineering verification of simulated clothing brand design is carried out.A set of Kansei Engineering program flow of applying Chinese elements to modern clothing brand logo design is summarized.The research content of this paper mainly consists of the following six parts:The first part introduces the research background,purpose and significance of this paper in detail.This paper summarizes the current situation and trend of the development of the visual recognition system of clothing brand at home and abroad,and the research status of Kansei Engineering in the field of visual communication,and puts forward the general research methods and framework of this paper.The second part briefly introduces the theory of Kansei Engineering,establishes a preliminary research system with Kansei Engineering as the technical guidance of brand logo design,elaborates the scientific methods of Kansei Engineering used in the paper,and obtains the correlation between consumer's perceptual evaluation and the evolution of core elements of clothing brand logo.In the third part,through reading a lot of materials and discussing with professionals,combining with the basic characteristics of the trend of simplified design style,the evolution trend model of the core elements of clothing brand vision is established from three aspects:graphic change,color change and font change.According to the model,the second extraction of clothing brand samples was carried out.Finally,30 research samples were selected to carry out Kansei engineering experiments and summarize the general development trend of clothing industry representative brand logos at home and abroad in recent years.The fourth part,through the method of Kansei Engineering,screens out the Chinese elements which are most concerned by consumers,and classifies the Chinese elements into Kansei Intention,so as to apply them to the fifth part of fashion brand design,chooses Qi brand clothing as the object of simulation design and redesigns it with Chinese elements;in the extraction of design elements,refer to the previous on the basis of Kansei Engineering.According to the relationship between the design elements and the perceptual image of each vocabulary pair,the appropriate Chinese elements are selected;and the investigation of the target population,the perceptual image of the target object,combined with the actual situation of the design,the final new Chinese element clothing brand logo design is synthetically evolved.In the sixth part,after designing the four Chinese elements of clothing brand logo,the eye movement experiment is carried out.The experiment process is similar to the previous eye movement experiment process.Thermal and AOI gaze time diagrams are obtained and analyzed.Finally,it is concluded that Kansei Engineering can guide the clothing brand design scientifically.The innovative point of this paper is to break through the limitation of the original designers subjective idea to the visual recognition feature design of clothing brand,but to use the design method of Kansei Engineering,from the perspective of consumers,combining subjective and objective,so as to make the research results more scientific.