品牌标识影响下产品外形的脑电感知研究
|
摘要
目的以实验方式探讨真实情境和经验情境中品牌标识对产品外形感知的影响。方法以高档、中档和低档汽车外形为案例,用问卷调查获取经验情境中的品牌感知结果,并用脑电技术获取真实情境中的识别结果。结果在有、无品牌标识条件下,经验情境中高档、中档和低档品牌感知差异分别为1.518、0.758和?0.775分,真实情境中3者的差异分别为0.19、0.043和0.006分。有品牌标识产品外形引起的脑电波幅分别为7.2、6.7和6.3微伏,无品牌标识产品外形引起的脑电波幅分别为5.3、5.1和4.8微伏。结论品牌标识有助于降低产品外形感知的工作强度;产品外形的档次越高,用户的兴趣越大;经验情境中消费者基于抽象品牌概念感知产品外形,真实情境中消费者以具体产品外形为判断基础。对于高档、中档品牌而言,设计师需要借助产品DNA元素引导消费者联想产品品牌,而低档品牌则需要设计师借助产品外形快速吸引消费者,并弱化品牌标识的影响。
The paper aims to explore brand logo's effect on product appearance(PA) in real environment(RE) and consumer experience environment(CEE) separately through a series of experiments. High-grade brand(HGB), middle-grade brand(MGB) and low-grade brand(LGB) PAs were selected to get the brand perception results in CEE by questionnaires, and to get the recognition results in RE with EEG technology. Study data showed that under the condition of CEE, the HGB, MB and LGB D-value between brand logo(BL) and no BL was 1.518, 0.758 and-0.775 points separately. However, the D-value of HGB, MB and LGB between BL and no BL in RE was 0.19, 0.043 and 0.006 points separately. The brain waves(BW) caused by the PA of BL were 7.2, 6.7 and 6.3 μVs respectively, and the BW caused by PA without BL were 5.3, 5.1 and 4.8 μVs respectively. Results showed that BL is beneficial to reduce users' workload in product perceiving. And the higher the PA is, the more interested the user is. The abstract brand concept is the foundation of consumer's perception in CEE, but the specific product shape acts as RE's base. As For products of HGB and MGB,designers should guide consumer's think of product brand with the help of PA. However, when it comes to LGB, PA is required to attract consumers by designers, while BL's influence should be weakened.
The paper aims to explore brand logo's effect on product appearance(PA) in real environment(RE) and consumer experience environment(CEE) separately through a series of experiments. High-grade brand(HGB), middle-grade brand(MGB) and low-grade brand(LGB) PAs were selected to get the brand perception results in CEE by questionnaires, and to get the recognition results in RE with EEG technology. Study data showed that under the condition of CEE, the HGB, MB and LGB D-value between brand logo(BL) and no BL was 1.518, 0.758 and-0.775 points separately. However, the D-value of HGB, MB and LGB between BL and no BL in RE was 0.19, 0.043 and 0.006 points separately. The brain waves(BW) caused by the PA of BL were 7.2, 6.7 and 6.3 μVs respectively, and the BW caused by PA without BL were 5.3, 5.1 and 4.8 μVs respectively. Results showed that BL is beneficial to reduce users' workload in product perceiving. And the higher the PA is, the more interested the user is. The abstract brand concept is the foundation of consumer's perception in CEE, but the specific product shape acts as RE's base. As For products of HGB and MGB,designers should guide consumer's think of product brand with the help of PA. However, when it comes to LGB, PA is required to attract consumers by designers, while BL's influence should be weakened.
引文
[1]张艳河,郑璀颖,朱玲慧.管析手机演变中的产品外形设计策略[J].包装工程,2011,16(32):30-34.ZHANG Yan-he,ZHENG Cui-ying,ZHU Ling-hui.Analysis of Shape Design Strategy of Mobile Phone Evolution[J].Packaging Engineering,2011,16(32):30-34.
[2]罗仕鉴,朱上上.工业设计中基于本体的产品族设计DNA[J].计算机集成制造系统,2009,2(15):226-233.LUO Shi-jian,ZHU Shang-shang.Ontology-based Product Family Design DNA in Industrial Design[J]Computer Integrated Manufacturing Systems,2009,2(15):226-233.
[3]罗仕鉴,李文杰,傅业焘.消费者偏好驱动的SUV产品族侧面外形基因设计[J].机械工程学报,2016,2(52):173-181.LUO Shi-jian,LI Wen-jie,FU Ye-tao.Consumer Preference-driven SUV Product Family Profile Gene Design[J].Journal of mechanical engineering,2016,2(52):173-181.
[4]罗仕鉴,朱上上.工业设计中产品族设计DNA探讨[J].装饰,2007(5):118-119.LUO Shi-jian,ZHU Shang-shang.Exploring DNA Design of Grouped Product in Industrial Design[J].Zhuangshi,2007(5):118-119.
[5]张艳河,杨颖,罗仕鉴.产品设计中用户感知意象的思维结构[J].机械工程学报,2010,46(2):178-184.ZHANG Yan-he,YANG Ying,LUO Shi-jian.Mental Construction of User Perception Image in Product Design[J].Journal of Mechanical Engineering,201046(2):178-184.
[6]张艳河.产品外形特征的视觉识别机制[J].包装工程,2010,31(16):48-51.ZHANG Yan-he.Visual Identification Mechanism of Product Shape Characteristics[J].Packaging Engineering,2010,31(16):48-51.
[7]苏建宁,张秦玮,吴江华.产品多意象造型进化设计[J].计算机集成制造系统,2014,11(20):2676-2682.SU Jian-ning,ZHANG Qin-wei,WU Jiang-hua.Evolutionary Design of Product Multi-image Styling[J].Computer Integrated Manufacturing Systems,2014,11(20):2676-2682.
[8]夏梦,吕健,李曦.文化创意产品设计过程情境建模方法研究[J].包装工程,2016,37(14):135-139.XIA Meng,LYU Jian,LI Xi.Situation Modeling Method in the Design of the Culture and Creative Products[J]Packaging Engineering,2016,37(14):135-139.
[9]赵仑.ERPs实验教程[M].南京:东南大学出版社,2010.ZHAO Lun.ERPs Experiment Course[M].Nanjing:Southeast University Press,2010.
[10]张艳河.基于脑电的用户感知意象思维表征[J].机械设计,2017,34(6):113-118.ZHANG Yan-he.User Thinking Representation of Product Image Based on ERPs[J].Journal of Machine Design,2017,34(6):113-118.
[2]罗仕鉴,朱上上.工业设计中基于本体的产品族设计DNA[J].计算机集成制造系统,2009,2(15):226-233.LUO Shi-jian,ZHU Shang-shang.Ontology-based Product Family Design DNA in Industrial Design[J]Computer Integrated Manufacturing Systems,2009,2(15):226-233.
[3]罗仕鉴,李文杰,傅业焘.消费者偏好驱动的SUV产品族侧面外形基因设计[J].机械工程学报,2016,2(52):173-181.LUO Shi-jian,LI Wen-jie,FU Ye-tao.Consumer Preference-driven SUV Product Family Profile Gene Design[J].Journal of mechanical engineering,2016,2(52):173-181.
[4]罗仕鉴,朱上上.工业设计中产品族设计DNA探讨[J].装饰,2007(5):118-119.LUO Shi-jian,ZHU Shang-shang.Exploring DNA Design of Grouped Product in Industrial Design[J].Zhuangshi,2007(5):118-119.
[5]张艳河,杨颖,罗仕鉴.产品设计中用户感知意象的思维结构[J].机械工程学报,2010,46(2):178-184.ZHANG Yan-he,YANG Ying,LUO Shi-jian.Mental Construction of User Perception Image in Product Design[J].Journal of Mechanical Engineering,201046(2):178-184.
[6]张艳河.产品外形特征的视觉识别机制[J].包装工程,2010,31(16):48-51.ZHANG Yan-he.Visual Identification Mechanism of Product Shape Characteristics[J].Packaging Engineering,2010,31(16):48-51.
[7]苏建宁,张秦玮,吴江华.产品多意象造型进化设计[J].计算机集成制造系统,2014,11(20):2676-2682.SU Jian-ning,ZHANG Qin-wei,WU Jiang-hua.Evolutionary Design of Product Multi-image Styling[J].Computer Integrated Manufacturing Systems,2014,11(20):2676-2682.
[8]夏梦,吕健,李曦.文化创意产品设计过程情境建模方法研究[J].包装工程,2016,37(14):135-139.XIA Meng,LYU Jian,LI Xi.Situation Modeling Method in the Design of the Culture and Creative Products[J]Packaging Engineering,2016,37(14):135-139.
[9]赵仑.ERPs实验教程[M].南京:东南大学出版社,2010.ZHAO Lun.ERPs Experiment Course[M].Nanjing:Southeast University Press,2010.
[10]张艳河.基于脑电的用户感知意象思维表征[J].机械设计,2017,34(6):113-118.ZHANG Yan-he.User Thinking Representation of Product Image Based on ERPs[J].Journal of Machine Design,2017,34(6):113-118.