Product Narrative Design Based on ERPs

HONG Ruiye; DU Hemin; XU Fei; DOU Shilin; JIANG Junjie

doi:10.19554/j.cnki.1001-3563.2025.20.017

PDF(3621 KB)

Packaging Engineering ›› 2025, Vol. 46 ›› Issue (20) : 184-193. DOI: 10.19554/j.cnki.1001-3563.2025.20.017

Industrial Design

Product Narrative Design Based on ERPs

HONG Ruiye¹, DU Hemin^1,*, XU Fei¹, DOU Shilin¹, JIANG Junjie²

Author information +

History +

Abstract

In order to explore the role of product narrative in product design, the work aims to divide the product into form narrative and function narrative from the point of view of narrative. The form narrative represented by cultural and creative products and the function narrative represented by emotional processing of unconsciously designed products were explored by ERPs. The ERPs components of different channels stimulated by the evaluation of two sample materials were analyzed and recorded. The potency of cultural and creative design products was higher than that of unconscious design products, and P300, N2, P2, LPP waves were observed in the experimental data. In addition, the waves P300, N2, P2 and LPP of cultural and creative design products showed shorter latency and larger peak than those of unconscious design products. In measuring the function of product narrative in product design, the form narrative can bring better emotional experience than the function narrative, and P300, N2, P2 and LPP waves can be used as ERPs components to measure product narrative in the early and late stages of emotional processing.

Key words

product narrative / ERPs / emotional experience / form and function

Cite this article

EndNote

Ris (Procite)

Bibtex

Download Citations

HONG Ruiye, DU Hemin, XU Fei, DOU Shilin, JIANG Junjie. Product Narrative Design Based on ERPs[J]. Packaging Engineering. 2025, 46(20): 184-193 https://doi.org/10.19554/j.cnki.1001-3563.2025.20.017

References

[1] 罗钢. 叙事学导论[M]. 昆明: 云南人民出版社, 1994.
LUO G.Introduction to Narratology[M]. Kunming: Yunnan People's Publishing House, 1994.
[2] 吴卫, 李黎俊雄. 湖湘红色文创产品设计中叙事设计的方法与实践[J]. 装饰, 2021(9): 42-45.
WU W, LI L J X. Methods and Practices of Narrative Design in the Design of Red Cultural and Creative Products in Huxiang[J]. Decoration, 2021(9): 42-45.
[3] 王爱红, 刘世平. 叙事性陶瓷文创产品开发研究[J]. 中国陶瓷, 2019, 55(1): 80-83.
WANG A L, LIU S P.Research on the Development of Narrative Ceramic Cultural and Creative Products[J]. China Ceramics, 2019, 55(1): 80-83.
[4] 耿天宇, 芮雪婷, 江牧. 基于叙事性的趣味产品设计探究[J]. 包装工程, 2019, 40(12): 168-174.
GENG T Y, RUI X T, JIANG M.Research on Interesting Product Design Based on Narrative[J]. Packaging Engineering, 2019, 40(12): 168-174.
[5] 周庆. 叙事性设计的符号学解读[J]. 南京艺术学院学报(美术与设计), 2020(4): 127-131.
ZHOU Q.Semiotics Interpretation of Narrative Design[J]. Journal of Nanjing University of the Arts (Fine Arts and Design), 2020(4): 127-131.
[6] 陈俊龙, 邓嵘, 时迪. 叙事设计研究综述[J]. 设计, 2023, 36(15): 64-66.
CHEN J L, DENG R, SHI D.A Review of Narrative Design Research Design[J]. 2023, 36(15): 64-66.
[7] 吴蓓蓓. 产品的叙事设计研究[J]. 郑州轻工业学院学报(社会科学版), 2011, 12(4): 10-14.
WU B B.Research on Narrative Design of Products[J]. Journal of Zhengzhou Institute of Light Industry (Social Sciences), 2011, 12(4): 10-14.
[8] 陈默, 王海燕, 薛澄岐, 等. 基于事件相关电位的产品意象语义匹配评估[J]. 东南大学学报, 2014, 44(1): 58-62.
CHEN M, WANG H Y, XUE C Q, et al.Semantic Matching Evaluation of Product Imagery Based on Event- related Potential[J]. Journal of Southeast University, 2014, 44(1): 58-62.
[9] 杨程, 陈辰, 唐智川. 基于脑电的产品意象推理模型研究[J]. 机械工程学报, 2018, 54(23): 126-136.
YANG C, CHEN C, TANG Z C.Research on Product Image Reasoning Model Based on EEG[J]. Journal of Mechanical Engineering, 2018, 54(23): 126-136.
[10] ROJAS J C, CONTERO M, CAMBA JD, et al.Design Perception: Combining Semantic Priming with Eye Tracking and Event-related Potential(ERP)Techniques to Identify Salient Product Visual Attributes[C]// ASME 2015 International Mechanical Engineering Congress and Exposition, Houston: ASME, 2015: 35-43.
[11] DING M, SONG M, PEI H, et al.The Emotional Design of Product Color: An Eye Movement and Event-related Potentials Study[J]. Color Research & Application, 2021, 45(5), 970-982.
[12] FU G, YI D, WANG T B, et al.Applying Event Related Potentials to Evaluate User Preferences toward Smartphone Form Design[J]. International Journal of Industrial Ergonomics, 2016(54): 57-64.
[13] BRITTON J C, TAYLOR S F, SUDHEIMER K D, et al.Facial Expressions and Complex IAPS Pictures: Common and Differential Networks[J]. Neuroimage, 2006, 31(2): 906-919.
[14] 郭伏, 丁一, 张雪峰, 等. 产品造型对用户使用意向影响的事件相关电位研究[J]. 管理科学, 2015, 28(6): 95-104.
GUO F, DING Y, ZHANG X F, et al.Event-related Potential of the Influence of Product Modeling on User Intention[J]. Management Science, 2015, 28(6): 95-104.
[15] LU J, CHEN D S.A Study on Psychological and Physiological Responses to Emotions Evoked by Clothing Styles Using SAM Model and ERPs[J]. Research Journal of Applied Sciences Engineering & Technology, 2013, 5(5): 1740-1743.
[16] 欧小凡, 潘速跃, 黄英, 等. 事件相关电位P300与认知相关研究[J]. 中国老年学杂志, 2010, 30(6): 833-835.
OU X F, PAN S Y, HUANG Y, et al.Event-related Potential P300 and Cognitive Correlation Research[J]. Chinese Journal of Gerontology, 2010, 30(6): 833-8350.
[17] LIU W L, LIANG X N, WANG X S, et al.The Evaluation of Emotional Experience on Webpages:An Event- Related Potential Study[J]. Cognition, Technology & Work, 2019, 21(2): 317-326.
[18] GUO F, LI M M, CHEN J H, et al.Evaluating Users’ Preference for the Appearance of Humanoid Robots via Event-Related Potentials and Spectral Perturbations[J]. Behaviour & Information Technology, 2022, 41(7): 1381-1397.
[19] HANDY T C, SMILEK D, GEIGER L, et al.ERP Evidence for Rapid Hedonic Evaluation of Logos[J]. Journal of Cognitive Neuroscence, 2010, 22(1): 124-138.
[20] RUSSO F D, TADDE F, APNILE T, et al.Neural Correlates of Fast Stimulus Discrimination and Response Selection in Top-level Fencers[J].Neuroscience Letters, 2006, 408(2): 113-118.
[21] CARRETIE L, HINOJOSA, MARTIN-LOECHES M, et al. Automatic Attention to Emotional Stimuli: Neural Correlates[J]. Human Brain Mapping, 2004, 22(4): 290-299.
[22] FOTI D, HAIJCAK G.Deconstructing Reappraisal: Descriptions Preceding Arousing Pictures Modulate the Subsequent Neural Response[J]. Journal of Cognitive Neuroscience,2008, 20(6): 977-988.
[23] HAJACK Gm, NIEUWENHUIS S.Reappraisal Modulates the Electrocortical Response to Unpleasant Pictures[J]. Cognitive,Affective, & Behavioral Neuroscience, 2006, 6(4): 291-297.
[24] HUA M, HJHAN Z R, CHEN S, et al.Late Positive Potential(LPP) Modulation during Affective Picture Processing in Preschoolers[J]. Biological Psychology, 2014, 101(3):77-81.
[25] POLICH J.Updating P300: An Integrative Theory of P3a and P3b[J]. Clinical Neurophysiology, 2007, 118(10): 2128-2148.
[26] LUCK S J, HILLYARD S A.Electrophysiological Correlates of Feature Analysis during Visual Search[J]. Psychophysiology, 1994, 31(3): 291-308.
[27] FOLSTEIN J R, VANV PETTEN C.Influence of Cognitive Control and Mismatch on the N2 Component of the ERP: A Review[J]. Psychophysiology, 45(1), 152-170.
[28] Hajcak G.,& Olvet, D. M. (2008). The persistence of attention to emotion: Brain potentials during and after picture presentation. Emotion, 2008, 8(2): 250-255.
[29] SCHINDLER S, BUBLATZKY F.Attention and Emotion: An Integrative Review of Emotional Face Processing as a Function of Attention[J]. Cortex, 2020 (130): 362-386.
[30] HERBERT C, JUNGHOFER M, KISSLER J.Event Related Potentials to Emotional Adjectives during Reading[J]. Psychophysiology, 2008, 45(3): 487-498.
[31] OLOFSSON J K, NORDIN S, SEQUEIR H, et al.Affective Picture Processing: An Integrative Review of ERP Findings[J]. Biological Psychology, 2008, 77(3), 247-265.
[32] SCHUPP H T, STOCKBURGER J, CODISPOTI M, et al.Stimulus Novelty and Emotion Perception: The near Absence of Habituation in the Visual Cortex[J]. NeuroReport, 2006, 17(4): 365-369.
[33] SCHUPP H T, KIRMSE U M.Case-by-Case: Emotional Stimulus Significance and the Modulation of the EPN and LPP[J]. Psychophysiology, 2021, 58(4): e13766.
[34] HAJCAK G, MACNAMARA A, OLVET D M.Event- related Potentials, Emotion, and Emotion Regulation: An Integrative Review[J]. Developmental Neuropsychology, 2010, 35(2), 129-155.
[35] SCHUPP H T, JUNGHOFER M, WEIKE A I, et al.The Selective Processing of Briefly Presented Affective Pictures: An ERP Analysis[J]. Psychophysiology, 2004, 41(3): 441-449.