汽车造型要素与用户情感意象关联研究

Correlation between Car Styling Elements and User Emotional Image

目的基于汽车造型要素,探讨用户的情感意象,并对两者的关联情况进行研究,从而更深入地了解用户情感意象特点,为造型要素的合理使用提供借鉴。方法选取汽车造型要素中的整车体量、车身形面、前脸图形为对象,通过认知实验获取用户情感意象,采取定量统计与定性分析,获取汽车造型要素与用户情感意象的关联关系,以及探讨这种关系在设计中的意义。结论一方面,汽车造型要素与用户情感意象的紧密关联毋庸置疑,但是形面和图形相比体量有更突出的语义认知优势;另一方面,相比普通用户,专家用户由于专家知识的存在,对各造型要素的意象认知更丰富,但同时统一度更高。

It aims to study the emotional image of user based on car styling elements. Then, it studies the correlation between them in order to get a deep understanding of users＇ emotional image. By taking volume, treatment and graphic as key elements, a cognitive experiment is conducted to obtain users＇ emotional image. Then, by quantitative statistics and qualitative analysis, the correlation between styling elements and emotional image is studied, and the meaning of this correlation in design is probed. On one hand, the close relationship between styling elements and emotional image is indubitable, but treatment and graphic have cognitive advantages comparing to volume. On the other hand, comparing to normal users, expert users usually have more abundant image cognition while with more convergence due to their expert training and knowledge.