设计师与用户对产品意象的基因网络对比  

Comparison of Product Image Gene Network between Designers and Users

作　　者：徐博群 朱昱宁[1] 刘肖健[1] 卢纯福[1] 陈方敏 XU Bo-qun;ZHU Yu-ning;LIU Xiao-jian;LU Chun-fu;CHEN Fang-min(Zhejiang University of Technology,Hangzhou 310023,China)

机构地区：[1]浙江工业大学,杭州310023

出　　处：《包装工程》2020年第8期98-105,共8页Packaging Engineering

基　　金：教育部人文社会科学研究规划基金项目(19YJA850012)。

摘　　要：目的研究设计师与用户对产品意象认知方面的差异性,挖掘用户的隐性需求。方法分别以设计竞赛作品与市场畅销产品作为主体对产品感知意象的映射载体,提出了基于同构与异构两种编码原则的产品基因网络模型。通过绘制同构基因网络图谱与异构基因网络频谱,分别对比分析两类基因节点的重要性与关联性。以保温杯为实例对模型的可行性进行验证。结论通过对同类产品在竞赛与市场环境下表现出的不同信息所构成的基因网络进行对比研究,可以降低设计师与用户对产品意象的认知差异,辅助设计师从宏观角度用联系的观点把握用户需求,从而提高设计方案的市场接受度。The work aims to study the differences between designers and users in product image cognition and explore the hidden needs of users.The design competition works and the best-selling products in the market were used as the embodiment of the perceptions to the product namely by designers and users.The product gene network model based on the coding principles of isomorphism and heterogeneity was proposed.The importance and correlation of the two types of gene nodes were respectively compared and analyzed by mapping the isomorphic gene network map and the heterogeneous gene network spectrum.The feasibility of the proposed model was verified by taking the comparative analysis of thermos as an example.The comparison and study of the gene networks composed of different information displayed by similar products in the competition and market can reduce the cognitive differences between designers and users in product image,and assist the designer in grasping the user requirements based on the connections from a macro perspective,thereby improving the market acceptance of product design scheme.

关 键 词：用户意象 设计师意象 产品基因网络 产品设计 用户需求 

分 类 号：TB472[一般工业技术—工业设计]