汽车外观中的用户认知与设计策略

USER COGNITION AND DESIGN STRATEGIES IN CAR APPEARANCE

以消费心理为核心系统研究出相适应的汽车外观设计策略。结合对心理学的研究分析,认知思维普遍基于直觉、经验、情感、意识、推理、判断、理智及悟性等多重影响因素下所构成,由此得出感性、理性和知性为主导的三层认知体系。并在此基础上研究汽车外观的设计策略。感性思维倾向于情感与直觉的主导,进而采取联觉策略;理性思维好追求逻辑真理,故采取对情态的撷取策略;基于知性思维相对理智的悟觉维度,总结出实用需求的几何构成策略。通过以上研究得出的设计策略,方可在汽车外观设计当中更为全面地塑造品牌文化、诠释品牌价值并革新品牌意义。

To systematically study the appropriate automobile exterior design strategy with consumer psychology as the core, the method is combined with the research and analysis of psychology. Cognitive thinking is generally composed of multiple influencing factors such as intuition,experience,emotion, consciousness,reasoning,judgment,reason and understanding in layered cognition system. And on this basis,the design strategy of car appearance is studied. Perceptual thinking tends to be dominated by emotion and intuition,and then adopts two design strategies of synesthesia and symbolism;rational thinking prefers to pursue logical truth,so it adopts the acquisition strategy of modality and physical state;based on the relatively rational perception of intellectual thinking dimension,summed up the practical needs and the design strategy of "next-generation" geometric composition. Through the design strategies obtained from the above research,it is possible to more comprehensively shape the brand culture,interpret the brand value and innovate the brand meaning in the automobile exterior design.