品牌标识影响下产品外形的脑电感知研究  

Brand Identity's Influence on Perceived Product Appearance Based on EEG

作　　者：张艳河[1] 李彦昱 邵健伟[2] ZHANG Yan-he;LI Yan-yu;SHAO Jian-wei(South China Agricultural University, Guangzhou 510642, China;The HongKong Polytechnic University HongKong 999077, China)

机构地区：[1]华南农业大学,广州510642 [2]香港理工大学,香港999077

出　　处：《包装工程》2019年第6期184-189,共6页Packaging Engineering

基　　金：广东省哲学社科项目(GD16CYS10);广州市哲学社科项目(2018GZYB47);广东省教育厅特色创新类项目(2017WTSCX012)

摘　　要：目的以实验方式探讨真实情境和经验情境中品牌标识对产品外形感知的影响。方法以高档、中档和低档汽车外形为案例,用问卷调查获取经验情境中的品牌感知结果,并用脑电技术获取真实情境中的识别结果。结果在有、无品牌标识条件下,经验情境中高档、中档和低档品牌感知差异分别为1.518、0.758和?0.775分,真实情境中3者的差异分别为0.19、0.043和0.006分。有品牌标识产品外形引起的脑电波幅分别为7.2、6.7和6.3微伏,无品牌标识产品外形引起的脑电波幅分别为5.3、5.1和4.8微伏。结论品牌标识有助于降低产品外形感知的工作强度;产品外形的档次越高,用户的兴趣越大;经验情境中消费者基于抽象品牌概念感知产品外形,真实情境中消费者以具体产品外形为判断基础。对于高档、中档品牌而言,设计师需要借助产品DNA元素引导消费者联想产品品牌,而低档品牌则需要设计师借助产品外形快速吸引消费者,并弱化品牌标识的影响。The paper aims to explore brand logo's effect on product appearance (PA) in real environment (RE) and consumer experience environment (CEE) separately through a series of experiments. High-grade brand (HGB), middle- grade brand (MGB) and low-grade brand (LGB) PAs were selected to get the brand perception results in CEE by questionnaires, and to get the recognition results in RE with EEG technology. Study data showed that under the condition of CEE, the HGB, MB and LGB D-value between brand logo (BL) and no BL was 1.518, 0.758 and -0.775 points separately. However, the D-value of HGB, MB and LGB between BL and no BL in RE was 0.19, 0.043 and 0.006 points separately. The brain waves (BW) caused by the PA of BL were 7.2, 6.7 and 6.3 μVs respectively, and the BW caused by PA without BL were 5.3, 5.1 and 4.8 μVs respectively. Results showed that BL is beneficial to reduce users' workload in product perceiving. And the higher the PA is, the more interested the user is. The abstract brand concept is the foundation of consumer's perception in CEE, but the specific product shape acts as RE's base. As For products of HGB and MGB, designers should guide consumer's think of product brand with the help of PA. However, when it comes to LGB, PA is required to attract consumers by designers, while BL’s influence should be weakened.

关 键 词：产品外形 品牌标识 产品感知 脑电 

分 类 号：TB472[一般工业技术—工业设计]