Brand logo is the most intuitive visual asset of corporate image.This paper utilizes Kansei image research methodology to quantitatively study the graphic design of brand identity in the textile machinery industry from the perspective of users'perceived preferences.Firstly,12 representative logo samples and 10 groups of representative perceptual vocabulary were selected.The psychological projection experiment had 70 participants.Combined with factor analysis and gray correlation analysis,three factors were derived that influence the degree of user preference,and the degree of correlation between logo shape elements and Kansei image was quantified.The results of the study provide designers with design guidance and rationale to help textile machinery companies improve user satisfaction with their brand visual image and enhance their brand competitiveness.
关键词
标识设计/纺织机械/感性意象/灰关联分析法/形状元素
Key words
Logo design/Textile machinery/Kansei image/Grey correlation analysis/Shape elements
维普
万方数据