基于感性工学的餐饮品牌标志设计与评价

On the Design and Evaluation of Catering Brand Logo Based on Kansei Engineering

对品牌标志的感性意向进行深入探讨,提取现有品牌标志设计要素,建立感性词汇与标志设计要素间相关性,结合用户喜好反馈,以餐饮行业为例为品牌标志设计提供科学参考依据。基于感性工学理论,采用语义差异分析法和Likert心理量表分析法,对品牌标志进行感性意向分析;结合因子分析和多元回归分析建立感性意向与用户喜爱程度间关系;运用形态分析法确定标志设计要素与类目特征,并通过灰关联分析法评估满足用户感性需求的设计要素,确定设计要素优先级。得出了三种影响用户喜爱程度的影响因子及其影响权重,量化了标志设计要素与用户感性意向间相关性。为感性工学理论在品牌标志设计的应用提供新思路,帮助设计师理解用户感性认知、标志设计意向与设计要素间的关系,提出标志设计依据,优化标志设计效果。

This paper aims to investigate the kansei image of the brand logo,extract the design elements of existing brand logos,establish the correlation between kansei vocabulary and logo design elements,so as to provide scientific reference for the design of brand logos combined with the users’ preferences.Based on the kansei engineering theory,both semantic difference analysis and Likert psychological scale analysis are adopted to analyze the perceptual image of brand logo.Combining factor analysis and multiple regression analysis,the relationship between kansei image and users’ preference is established.The design elements and category features of logo are determined by the morphological analysis.Grey relational analysis was applied to evaluate the design elements to satisfy the users’ needs,thus determining the priority of design elements.The results show the three influence factors and weights to affect the users’ preferences,thus also qualifying the correlation between logo design elements and users’ kansei perception.This paper also provides a new idea for the application of kansei engineering theory in the design of brand logos,helping designers understand the relationship between the users’ perceptual cognizance,logo design intention and design elements by advancing the consideration of logo design and optimizing logo design effect.