摘要
品牌标识是企业形象最直观的视觉资产。文章运用感性意象研究方法,从用户感知偏好角度对纺织机械行业的品牌标识图形设计展开了定量研究。首先,选取了12个代表性标识样本和10组代表性感性词汇,对70位被试进行了心理映射实验。对所得数据结合因子分析和灰关联分析,得出了3个影响用户偏好程度的因子,并量化了标识形状元素与感性意象之间的相关程度。研究结果为设计师提供了设计指导和依据,以帮助纺织机械企业提高用户对品牌视觉形象的满意度,增强其品牌竞争力。
Brand logo is the most intuitive visual asset of corporate image.This paper utilizes Kansei image research methodology to quantitatively study the graphic design of brand identity in the textile machinery industry from the perspective of users'perceived preferences.Firstly,12 representative logo samples and 10 groups of representative perceptual vocabulary were selected.The psychological projection experiment had 70 participants.Combined with factor analysis and gray correlation analysis,three factors were derived that influence the degree of user preference,and the degree of correlation between logo shape elements and Kansei image was quantified.The results of the study provide designers with design guidance and rationale to help textile machinery companies improve user satisfaction with their brand visual image and enhance their brand competitiveness.
作者
朱志娟
李思依
张悦阳
ZHU ZHIJUAN;LI SIYI;ZHANG YUEYANG
出处
《设计》
2024年第22期126-129,共4页
Design
关键词
标识设计
纺织机械
感性意象
灰关联分析法
形状元素
Logo design
Textile machinery
Kansei image
Grey correlation analysis
Shape elements
