汽车车身色彩意象认知研究

Image Cognition of Automobile Color

目的研究汽车色彩与用户意象认知之间的关系。方法以Smart车身色彩为研究案例,通过问卷调查获得色彩意象认知数据,再采用聚类分析、因子分析和多元尺度分析对其进行整合与提炼。结论建立色彩意象与语义词汇关系图,使色彩与意象之间的关系从早期的主观感受上升为理性、客观的认识。

Objective To research the relationship between automobile color and user imagery cognition. Methods Using Smart body color as study cases,it obtained color imagery cognition data through questionnaire,integrated and refined it using cluster analysis,factor analysis and multiple scales. Conclusion It built a figure which described the relationship between the color image and the semantic vocabulary to make a more rational and objective understanding.