汽车内饰设计中的品牌调性研究

Brand Tonality in Automotive Interior Design

目的研究汽车内饰品牌调性与用户感知形象的情感互生关系。方法依据中国古诗词中的"韵律"逻辑哲学思想,根据音乐中"调性"理论,构建调式框架—调式高度—调式色彩的汽车内饰品牌调性设计体系,通过典型案例分析验证研究可行性,并结合实际案例应用验证其设计有效性。结果拓展出功能、品质、情境3个汽车内饰品牌调性因素,结合用户情感需求,得出内饰造型要素、CMF要素、信息交互要素3个品牌调性的感知要素,与用户角色、用户情感、用户情境三者间的情感互生关系。结论研究拓展了汽车内饰品牌调性创新设计方法,为提升内饰品牌感知品质提供了良好支持。

It aims to study the relationship between the brand tonality of automobile interior and the emotional symbiosis of user perception. Based on the ＂rhyme＂ philosophy of logic in Chinese ancient poetry and according to the theory of ＂tonality＂ in the music, it constructs a tonality design system of the automobile interior brand with the modal frame the modal height and the modal color. The feasibility of the research are verified through typical case analysis, and its design effectiveness are validated with practical case application. Three car interior brand tonality factors, function, quality and situation are expanded. Combining user＇s emotional needs, three perceptual factors of brand tonality, interior styling elements, CMF elements, and information interaction elements are obtained. The emotional symbiosis relationship between them and user roles, user emotion and user context are acquired. The research expands the innovative design method of automobile interior brand tonality, which provides good support for improving the perceived quality of automobile interior brand perception.