商标和外观拟人化对产品评价的影响及静态突显的作用

The Impact of Logo and Appearance's Anthropomorphism on Product Evaluation and the Role of Static Highlighting

目的通过两项实验探讨商标和外观拟人化对产品评价的影响,以及静态突显在其中的作用。方法实验1通过不同的弧线设计,构建了具有不同情绪效价(积极、消极、中性)的商标和外观特征,组合形成了9种类型的产品。采用主观评定法对不同产品的情绪效价、吸引力、创新性、质量和购买意愿进行了评价。实验2将上述产品进行了4种方式的突显(突显商标、突显外观、突显商标+外观,突显非商标外观),再次采用主观评定法对不同突显方式下的产品的情绪效价、吸引力、创新性、质量和购买意愿进行了评价。结果拥有积极外观的产品被感知为最积极、最具有创新性、质量最好、最具吸引力和最愿意购买;当商标和外观加入了情绪性拟人化元素时,原图和突显“商标+外观”情况下产品各项评价及购买意愿基本都是更高的。结论在产品设计中,仅仅通过向上弧线的外观特征设计即可提升产品评价,但突显方式的选择需谨慎。

Objective The current study explores the impact of logo and appearance's anthropomorphism on product evaluation and the role of static highlighting.Methods Experiment 1 constructed logo and appearance features with different emotional valence(positive,negative,neutral),which were combined to form nine types of products.Product's emotional valence,attractiveness,innovativeness,quality and purchase intention were evaluated on 9-Likert scale.In Experiment 2,the above products were highlighted in four ways(highlighting the logo,highlighting the appearance,highlighting the logo+appearance,highlighting the non-logo+non appearance),and the emotional valence,attractiveness,innovativeness,quality,and purchase intention of the products were again evaluated.Results The results showed that products with positive appearance are perceived as the most positive,innovative,high quality,attractive and willing to buy;when emotional anthropomorphic elements are added to the logo and appearance,the product evaluation and purchase intention are much higher in both the original and highlighted“logo+appearance”conditions.Conclusion For product design,the product evaluation can be improved simply by the design of upward curved appearance features,but the choice of highlighting method should be carefully.