基于语义差别法的轿车家族特征演变模式研究

Evolution Mode of Vehicle Family Characteristics Based on the Semantic Differential Methods

目的研究品牌轿车造型家族特征的感知机理和演变模式。方法选取福特旗下的福克斯与蒙迪欧两型号系列轿车作为研究样本,借助心理学SD(Semantic Differential)法即语义差别法,对汽车整体轮廓、前脸、侧腰线等部位的特征感知进行定量分析。结论汽车前脸和侧腰线凸显了品牌轿车的家族特征,对顾客感知产生较强影响;福特品牌轿车家族特征演变模式经历了从单一塑造标志性实体元素,到现今统筹局部特征与整车概念设计相结合的转变过程,其特征感知不断增强且与品牌理念相吻合。

To study the perception mechanism and evolution mode of the family characteristics of brand automobiles. Taking two different types of the Ford series automobiles between Focus and Mondeo as the samples, with the SD （Semantic Differential） method of the psychology, it made the quantitative analysis of the characteristics perception of the cars including the overall outline, front face, side waist, etc. The front face and side waist of the automobile highlighted the family characteristics of brand automobile, furthermore, they had the strong impact on the perception of customers. The evolution of the Ford brand automobile experienced a transition from the single shape of the iconic entity elements to the combination of the part feature and the overall concept design. The characteristics perception continued to strengthen as well as to consistent with the brand concept.