基于SD语义差分法的日用陶瓷装饰风格意象偏好研究

Study on Preferences of Domestic Porcelain Decoration Style Based on SD Method

日用陶瓷是在实用基础上兼具审美功能的产品,其装饰风格影响着消费者的购买意向。目前,日用陶瓷的装饰风格对消费者心理影响的研究较少,大部分集中在装饰和造型的定性分析方面。基于此现状,本文以消费者偏好为主视角,采用SD语义差分法,藉由问卷调查潜在用户对日用陶瓷装饰风格的主观感受,将用户对装饰风格关联的意象词汇评分作为样本,再结合交叉对比分析,探析产品装饰风格和消费者心理的关联性,以期为相关从业者提供设计思路和应用参考。

Decoration style of domestic porcelain,products with both practical and aesthetic functions,affects consumers’purchasing intention.At present,among the researches on the design of domestic porcelain,the influence of decoration style on consumer psychology accounts for only a small proportion.The majorites focus on the qualitative analysis of decoration and shape.Based on this situation,this paper adopts the Semantic Difference(SD)method from the perspective of consumer preference,and the questionnaire is used to investigate the feelings of potential users on the decoration style of porcelain.The correlation between product decoration style and consumer psychology is analyzed by taking the user’s rating of image vocabulary as a sample,hoping to provide application references for designers to take on the job.