基于眼动实验的服装品牌风格意象认知探析——E品牌上装风格案例研究

发布时间：2018-01-22 20:53

本文关键词： 品牌服装造型因素眼动跟踪技术意象认知　出处：《东华大学学报(自然科学版)》2013年02期 　论文类型：期刊论文

【摘要】：随着服装企业对品牌风格建设的重视,管理者认识到只有拥有具备显著风格特征的品牌服装才能拥有忠诚的消费群体,并吸引更多的潜在消费者,进而创造更多的利润.基于产品意象认知理论,以运动休闲女装品牌E品牌为例,从服装造型和风格角度出发,结合眼动跟踪技术,使用感性工学中意象尺度法将关键造型元素与产品意象认知关系量化,建立客观指标和主观感受之间的对应关系,将模糊的意向认知(艺术感觉)转化为数据的表述,对E品牌服装及其外购样衣的风格进行量化分析比较,总结和归纳E品牌产品风格特征描述,帮助品牌及设计师找到明确的产品开发方向,构建消费者和设计师沟通的桥梁.
[Abstract]:With the attention of clothing enterprises to brand style construction, managers realize that only with distinctive style characteristics of brand clothing can have loyal consumer groups and attract more potential consumers. Then create more profits. Based on the theory of product image cognition, take E brand as an example, from the perspective of clothing modeling and style, combined with eye movement tracking technology. The cognitive relationship between the key modeling elements and the product image is quantified by using the image scale method in perceptual engineering, and the corresponding relationship between the objective index and the subjective feeling is established. The fuzzy intention cognition (art sense) is transformed into the expression of data, the style of E brand clothing and its sample clothes are analyzed and compared quantitatively, and the description of E brand product style characteristics is summarized and summarized. Help brands and designers to find clear product development direction and build a bridge between consumers and designers.
【作者单位】：东华大学旭日工商管理学院;东华大学服装和艺术设计学院;
【分类号】：F426.86
【正文快照】： 随着产品技术的成熟化,产品由生产导向转变为消费导向,产品“精神”方面的特征越来越受到重视.服装品牌风格作为由一系列造型元素通过不同的构成方法而表现出来的形式,蕴涵了产品的意义与社会文化内涵,已经成为服装产品精神功能的主要承载者.品牌风格取向已经成为区分消费市

【参考文献】