RESEARCH ON GRAPHIC DESIGN OF TEXTILE MACHINERY INDUSTRY BRAND LOGO BASED ON KANSEI IMAGE
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.
Logo designTextile machineryKansei imageGrey correlation analysisShape elements
万方数据
维普
