基于感性工学的标志设计情感意象探索

EXPLORATION OF EMOTIONAL IMAGE IN LOGO DESIGN BASED ON KANSEI ENGINEERING

目前企业对于标志设计的寄语大多为感性意象,文章旨在研究标志设计的情感意象,找到设计技法与感性词汇之间的关联性,使得形式与情感统一,从视觉识别角度对品牌形象进行准确塑造和传达。首先,对现有品牌标识从形式表达方面进行拆解与归类。其次,建立用于评价标志的语义空间。对语义空间进行修正测试。最后,建立形式表现与感性词对之间的关系,有效地将情感与形式进行匹配。该研究可为标志设计的形式表现的应用创新提供参考。实验结果显示设计技法与情感意向之间存在着一定关联性,不同设计技法产生的视觉效果会使用户对于企业产生不同的情感定位,视觉效果会从美学理念层面连接到背后的企业形象管理层面,从而使用户产生不同的情感意象。设计者可以从此规律出发,更加精准地利用标志表达企业形象。

At present,most of the company’s messages on logo design are perceptual images. The article aims to study the emotional intentions of logo design,find the connection between design techniques and perceptual vocabulary,unify the form and emotion,and accurately shape the brand image from the perspective of visual recognition and communicate. First,disassemble and categorize existing brand logos in terms of formal expression. Second,establish a semantic space for evaluating signs. The semantic space is revised and tested. Finally,establish the relationship between form expression and perceptual word pairs,and effectively match emotion with form. This research can provide a reference for the application and innovation of the formal expression of logo design. The experimental results show that there is a certain correlation between design techniques and emotional intentions. The visual effects produced by different design techniques will make users have different emotional positioning for the company. The visual effects will be connected from the aesthetic concept level to the corporate image management level behind it. So that users have different emotional intentions. The designer can proceed from this rule and use the logo to express the corporate image more accurately.