基于具身认知的商业街互动装置设计策略探究

Design Strategy of Commercial Street Interactive Installation Based on Embodied Cognition

目的在具身认知的视角下探究商业街中互动装置设计的机会点,满足商业街日益增长的临场体验需求。方法首先,通过具身认知理论及其设计应用综述发掘具身认知理论对当前设计在知觉向度、动觉向度和反思向度上提出的新要求;其次,引入消费社会理论探讨商业街互动装置设计具身转向的应用价值,通过调研实际案例归纳了互动装置的互动方式,并绘制用户体验地图以挖掘商业街互动装置在前期引流、中期互动和后期反馈上的设计机会点,发现其具身交流特质于商业营销的意义;最后,基于前期研究得出体验者在感官、运动和情境三方面的具身认知需求并提出商业街互动装置的设计策略。结论互动装置围绕“形式-移觉”“时间-空间”“内容-编码”展开的具身化设计,能够营造商业街的消费氛围、增强沉浸式体验,为具身认知在商业营销中的设计应用提供了可行策略。

The work aims to explore opportunities of interactive installation design in commercial streets from the perspective of embodied cognition,to meet the increasing demand for on-site experience in commer-cial streets.Firstly,the embodied cognition theory and its design application were reviewed to explore the new requirements of the embodied cognitive theory for current design in terms of perception dimension,kinesthesia dimension and reflection dimension were found.Secondly,the application value of embodied turn in commercial street interactive installation design was discussed with the introduction of the consumer soci-ety theory,the interactive ways of interactive installation were classified through actual design cases analysis.The design demands of commercial street interactive installation in the period of consumer attracting,installa-tion using and feedback were explored by drawing the user experience map.The significance of embodied communication characteristics of interactive installation to commercial marketing was founded.Finally,on the basis of previous study,the embodied cognitive needs of experiencers in sensory,moving and situational as-pects were obtained and the design strategy of commercial street interactive installation was proposed.The embodied design of the interactive installation focusing on"form-synesthesia","time-space"and"con-tent-coding"can create shopping atmosphere,enhance the immersive experience of the commercial street,and provide a feasible strategy for the design application of embodied cognition in commercial marketing.