Emotional Design of New Energy Vehicle Styling Based on KE/RST/BPNN

LAI Yingjie; LIU Ruimin; CHEN Zimo; LIN Hailin

doi:10.19554/j.cnki.1001-3563.2025.22.016

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Packaging Engineering ›› 2025, Vol. 46 ›› Issue (22) : 165-174. DOI: 10.19554/j.cnki.1001-3563.2025.22.016

Industrial Design

Emotional Design of New Energy Vehicle Styling Based on KE/RST/BPNN

LAI Yingjie¹, LIU Ruimin¹, CHEN Zimo^2,*, LIN Hailin³

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Abstract

To ensure that products better meet users' emotional needs and experience preferences, the work aims to help designers quickly and accurately quantify users' emotional needs so that they can iteratively optimize their products. Firstly, the artificial intelligence technology was introduced to quantify and analyze emotional needs. Through market research and literature collection, the samples of new energy vehicles and related emotional vocabulary were determined. Secondly, the user's emotional imagery of new energy vehicles was analyzed, and the factor analysis was used to downgrade and cluster the emotional vocabulary in order to form emotional factors. Finally, rough set attribute approximation algorithm was used to extract key design features affecting consumer satisfaction, and the mapping relationship between the perceptual factors and key design features was constructed by back propagation neural network to predict the product design combination that best met users' emotional needs. A new energy vehicle styling design that met the user's emotional imagery was designed with the help of artificial intelligence generative image technology, which further validated the feasibility of the method. The new energy vehicle styling design using Kansei engineering combined with AI technology can effectively improve users' satisfaction and emotional experience, help designers to grasp consumers' emotional needs, and provide theoretical support for related product design.

Key words

Kansei engineering / rough set theory / new energy vehicle / back propagation neural network

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LAI Yingjie, LIU Ruimin, CHEN Zimo, LIN Hailin. Emotional Design of New Energy Vehicle Styling Based on KE/RST/BPNN[J]. Packaging Engineering. 2025, 46(22): 165-174 https://doi.org/10.19554/j.cnki.1001-3563.2025.22.016

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