基于消费者感知的服装品牌LOGO设计评估研究

Research on selection of assessment indexes of garment brand LOGO design and based on consumer's perception and their application

基于消费者感知的基础上,结合语义分析法和投射心理学试验应用于服装品牌LOGO设计评估,通过试验方案设计、试验样本的调研与选择、语意形容词组的选择、试验界面及过程设计,进行消费者感知试验及数据分析,构建了服装品牌LOGO设计评估体系并进行了个案实证研究。服装企业可据此评估体系对目标消费群进行服装品牌LOGO设计评估,确定消费者对品牌LOGO设计的感知是否与品牌定位相符合,新创品牌可根据服装品牌LOGO设计的评估结果与品牌定位的拟合度来选择品牌LOGO的设计方案。

Based on consumers＇ perception, this thesis applies semantic analysis and project psychology to the LOGO design and assessment of garment brands. It also investigates and chooses experiment materials on the premise that experiment plan is designed. In addition, it chooses semantic adjective pairs and experiment interface, designs processes, implements consumers＇ perception experiments and achieves lots of experimental data. After the data analysis, it constructs the assessment system of LOGO design for garment brands and studies empirical cases. According to the assessment system, garment enterprises can implement evaluation on LOGO design of garment branded for targeted consumers to confirm whether consumers＇ perception of LOGO design accorded with the brand positioning. In addition, newly built brands can select schemes for LOGO design of brands according to the evaluated results of LOGO design of garment brands and the fitting degree of brand positioning.