基于风格特征的汽车造型认知机制研究

A Study on the Cognitive Mechanism of Car Styling Based on Style Feature

本文中对用户的汽车造型认知机制进行研究。首先阐述了基于风格特征的汽车造型知识本体,在此基础上定义了基于特征匹配的汽车造型认知模式,并提出了认知过程模型。选取汽车前部造型为样本,使用Dikablis眼动仪进行眼动跟踪实验,并结合Likert量表问卷调查对若干关键问题进行研究。实验结果表明:(1)"喜好度"和"识别度"呈正相关,识别度越高的车型越能获得更多用户的购买意愿;(2)在对汽车品牌的识别过程中,用户的工作记忆对造型视觉信息进行处理,并提取长时记忆中的车型信息进行分析比对,车辆造型特征设计应兼顾视觉刺激强度和连续性,从而将短时记忆转化为长时记忆;(3)汽车前部造型中的典型性和标志性特征具有重要的识别引导作用,能迅速、有效地建立工作记忆与长时记忆之间的视觉信息通道,在设计中应引起重视;(4)由于"捆绑"机制与格式塔心理学的作用,美感的产生更多地依赖于汽车造型的整体效果。

The customer＇s cognitive mechanism of car styling is studied in this paper. Firstly the knowledge ontology of car styling based on style feature is expounded. Then on this basis the cognitive pattern of car styling based on feature matching is defined,with a model for cognition process proposed. Finally with the car front-end styling taken as samples,Dikablis eye tracker is used to conduct an eye-tracking experiment,and combined with Likert scale questionnaire survey,several key issues are investigated. The results of experiment show that（ 1） a positive correlation exits between preference and recognition,and users are more willing to buy the cars with higher degree of recognition;（ 2） in the process of car brand recognition,customers use its working memory to process the visual information of styling and extract the car model information in his long-term memory for comparative analysis,so both visual stimulation intensity and continuity should concurrently be taken into account in car styling design,thus the short-term memory shall be transformed into long-term memory;（ 3） the typical and symbolic features of car front-end styling play an important role of identification guiding,enabling the effective establishment of visual information channel between working memory and long-term memory,so due attention should be paid to their design;（ 4） due to the actions of binding mechanism and Gestalt psychology,the generation of the sense of beauty more depends on the overall effect of car styling.