Research on product color design decision driven by brand image

doi:10.1002/col.22540

CORC > 兰州理工大学 > 兰州理工大学 > 设计艺术学院

	Research on product color design decision driven by brand image
	Zhang, Xinxin 1,2; Yang, Minggang 2; Su, Jianning 3,4; Yang, Wenjin 3; Qiu, Kai 3
刊名	Color Research and Application
	2020-12-01
卷号	45 期号:6 页码:1202-1216
关键词	Color Decision making Decision theory Image enhancement Product design Correlation mining Decision makers Emotional demands Kansei Engineering Product systems Quantitative prediction Research approach Trend prediction
ISSN号	03612317
DOI	10.1002/col.22540
英文摘要	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. © 2020 Wiley Periodicals LLC
WOS研究方向	Chemistry ; Optics ; Imaging Science & Photographic Technology
语种	英语
出版者	John Wiley and Sons Inc
WOS记录号	WOS:000550449400001
内容类型	期刊论文
源URL	[http://ir.lut.edu.cn/handle/2XXMBERH/151074]
专题	设计艺术学院
作者单位	1.School of Architecture & Art Design, Hebei University of Technology, Tianjin; 300401, China 2.School of Art, Design and Media, East China University of Science and Technology, Shanghai, China; 3.School of Mechanical and Electrical Engineering, Lanzhou University of Technology, Lanzhou, China; 4.School of Design Art, Lanzhou University of Technology, Lanzhou, China;
推荐引用方式 GB/T 7714	Zhang, Xinxin,Yang, Minggang,Su, Jianning,et al. Research on product color design decision driven by brand image[J]. Color Research and Application,2020,45(6):1202-1216.
APA	Zhang, Xinxin,Yang, Minggang,Su, Jianning,Yang, Wenjin,&Qiu, Kai.(2020).Research on product color design decision driven by brand image.Color Research and Application,45(6),1202-1216.
MLA	Zhang, Xinxin,et al."Research on product color design decision driven by brand image".Color Research and Application 45.6(2020):1202-1216.