摘要
以“澳门历史城区虚拟现实体验艺术创作人才培训”项目为背景,应用联合分析法探讨标志设计决策过程,旨在提升品牌认知与信息传达。通过群体讨论确定标志的基本设计要素及其水平,结合整体轮廓法和正交试验设计生成16种标志组合方案,并进行视觉复杂性和偏好调查。基于调查结果,以方差分析检验标志设计要素之间的交互作用,确定各方案的总体效用函数和应用模式,获取各设计准则的成分效用值及要素的相对重要性。研究结果发现标志图形(56.60%)、标志文字(24.61%)和标志色彩(18.79%)在设计决策中具有不同的重要性。标志的视觉复杂性对用户偏好有显著影响,中等视觉复杂性的设计最受欢迎,过于简单或复杂的设计则较少受到青睐。采用联合分析法构建的标志设计决策优化模式,可协助设计师筛选出最优方案,提高标志设计决策的客观性,使设计决策过程更加系统性,可作为设计方案评估与选择的参照工具。
Based on the“Macao Historic Centre Virtual Reality Experience Art Creation Talent Training Program”,this paper discusses the decision-making process of logo design with joint analysis method,aiming at improving brand cognition and information transmission.Through group discussion,the basic design elements and level of the logo were determined,and 16 logo combinations were generated by using the global contour method and orthogonal experimental design,followed by a survey on visual complexity and preference.Based on the survey results,the interaction of logo design elements was tested by variance analysis,the overall utility function and application mode of each scheme were determined,and the component utility value of each design criterion and the relative importance of the elements were obtained.The results show that logo graphics(56.60%),logo text(24.61%)and logo color(18.79%)have different importance in design decision-making.The visual complexity of a logo has a significant impact on user preferences,with designs of moderate visual complexity being the most popular and overly simple or complex designs being less favored.The optimized logo design decision-making model based on the joint analysis method can help designers to select the best scheme,enhance the objectivity of logo design decisions,and make the design decision process more systematic,thereby serving as a reference tool for the evaluation and selection of design schemes.
作者
王伯勋
王贞
WANG Boxun;WANG Zhen(Faculty of Innovation and Design,City University of Macao,Macao,999078,China;Guangdong University of Science and Technology,Dongguan,Guangdong,523083,China)
出处
《家具与室内装饰》
北大核心
2025年第8期38-45,共8页
Furniture & Interior Design
基金
国家艺术基金艺术人才培训项目(2024-A-05-110-622)
澳门特别行政区科学技术发展基金资助(0036/2022/A)
江苏高校哲学社会科学研究一般项目(2023SJYB1461)
江苏省教育科学规划课题青年专项(C/2023/01/37)。
关键词
联合分析法
标志设计决策
视觉复杂性
视觉偏好
视觉识别系统
Joint analysis method
Logo design decision-making
Visual complexity
Visual preference
Visual recognition system
作者简介
王伯勋(1977-),男,博士,副教授,研究方向为城市规划设计、设计文化研究、视觉传达设计,E-mail:phwang@cityu.edu.mo;通信作者:王贞(1993-),男,博士研究生,讲师,研究方向为视觉传达设计,E-mail:U22092110294@cityu.mo。
