| 王金军,方灏.基于眼动的内饰造型特征认知与品牌识别研究[J].包装工程,2020,40(22):53-59. |
| 基于眼动的内饰造型特征认知与品牌识别研究 |
| Cognition of Interior Styling Feature and Brand Recognition Based on Eye Tracking |
| 投稿时间：2020-09-21 |
| DOI：10.19554/j.cnki.1001-3563.2020.22.008 |
| 中文关键词: 认知心理 品牌识别 眼动 内饰造型特征 |
| 英文关键词: cognitive psychology brand recognition eye tracking interior styling feature |
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| 中文摘要: |
| 目的 分析汽车内饰造型特征的品牌识别过程，指导内饰设计师理解用户认知方式并应用于设计实践中，使设计意象有效传达，为内饰心理认知研究提供借鉴。方法 以眼动实验为主，问卷法和访谈法为辅，定性与定量分析相结合对内饰视觉认知中的造型特征识别过程进行分析。结果 划分内饰造型区域特征并编码，中央空调出风口、车门开关、方向盘是用户关注时间最长和最先关注的特征。有经验者观察目标明确，注重整体感知，无经验者目标注视点分散，注重局部特征。结论 中央空调出风口、车门开关、方向盘是传递品牌意象的重要造型特征区域，该部分的设计有助于提升内饰的品牌识别度。造型特征识别过程从认知心理的角度解释了不同用户对内饰人机系统认知的区别。 |
| 英文摘要: |
| The work aims to analyze the brand recognition of automotive interior styling feature and help interior designers understand users’ cognitive methods and applies the method into design practice to convey design image effectively, thus providing reference for the psychological cognition research of interior. Based on eye tracking experiments and supplemented by questionnaires and interviews, the qualitative and quantitative methods were combined to analyze the recognition process of styling feature in visual cognition of interior. The features of interior design area were divided and coded. The central air vent, door switches and steering wheel were the features that users paid attention to for the longest time and firstly. Experienced users had clear observation targets and paid attention to the whole, while inexperienced users paid attention to scattered fixation points and the local part. The central air vents, door switches and the steering wheel are the important styling features to convey brand image. The design of these parts is conductive to improving the brand recognition of interior. The recognition process of styling feature explains the difference of users’ cognition of the interior ergonomic systems. |
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