Research on product color design decision driven by brand image

Abstract

As one of the most important visual characteristics in a product system, color can arouse the user's emotional demands quickly. Due to the complexity of the user's emotional needs mining process, it can be expressed by color image adjectives. Meanwhile, product color trends that meet the user's emotional demands may help decision makers to anticipate a new market positioning and reduce the blindness in the product color design. In this study, the Gray theory combined with the Kansei engineering was used to mine the macro and microscopic factors in product color design decision process based on the product color brand image. The results showed that the constructed method could be used to guide the product color design that was to meet the user's emotional needs comprehensively and quickly. The method solved the problems that exist in the current product color trend prediction research and improved the accuracy of the correlation mining between product color design elements and brand image. Lastly, the color design of the mid-range sedan was taken as an example to prove the feasibility of the research approach. This is a new attempt to guide product color design decisions in two aspects, one is known from the results of product color trends quantitative prediction, and the other one comes from the correlation calculation between product color design elements and brand image.

Evaluation and Balance of Cognitive Friction: Evaluation of Product Target Image Form Combining Entropy and Game Theory

“…KE [13,14] was proposed by Mitsuo Nagamachi in 1970 and is a technology that associates users' psychological perception with product design elements [15,16]. Designers can obtain the user's perceived image quickly to complete the product design that meets the user's emotional needs through KE methods [17][18][19].…”

Applying Kansei Engineering and Eye Movement to Packaging Design Elements—A Case of Tea Packaging Design

“…Qiqi [9] analysed the application of tea packaging words and colours, commented on the aesthetic value of tea packaging and predicted future tea packaging development. In the application of KE, X. Zhang et al [10] described the use of Kansei methodology as a tool to evaluate the subjective perception of rubber keypads. Kuo et al [11] used KE to research product colour design decisions.…”

Emocolor: An assistant design method for emotional color matching based on semantics and images

“…The complex relationship between product colors and users' emotions can effectively indicate consumers' emotional needs for product colors and has important practical significance for improving product awareness and competitiveness. 2,3 The color emotion of products is the psychological association caused by visual color and can reflect consumers' color demand and emotional cognition. It also has important theoretical and application value for the study of the color emotion of products.…”

“…As an important attribute of products, color is the best carrier for conveying emotions. The complex relationship between product colors and users' emotions can effectively indicate consumers' emotional needs for product colors and has important practical significance for improving product awareness and competitiveness 2,3 …”