视觉认知神经机制下感性反馈全程驱动的产品意象设计方法研究

The kansei associated with cognition which is hidden deep in users’ hearts plays a key role in the construction of core competitive advantages of products. It is a key of applying strategy of kansei design efficiently and making accurate decision to excavate deep into the users' kansei feedback and the design knowledge towards the form of products, which are penetrated in the process of decoding and encoding in product image design. Under the support of Cognitive Neuroscience and Kansei Engineering, the project reveals the association mechanism between eye-brain physiological cognition and kansei. The original product's kansei attribute screening method and image positioning decision are studied by eye-brain combination of bimodal physiological cognitive techniques based on the visual cognitive neural mechanism. Based on the extraction of eye-brain cognitive synchronization information, a computational model of image incentive source is constructed, and a method to identify the source of incentives is proposed. Additional, a method for extracting the pivotal incentive source was established based on the construction of low-level bioelectric signals and high-level kansei semantic translation models. Therefore, the design solution of the "original products-image incentive source-image-pivotal incentive source-innovative products" was realized. And commodity with regional characteristic is used as an example to apply and verify the project. This project provides a new theory and method for product image design from the cross-subject perspective, it also has a theoretical and practical significance to improve the inherent quality of fusion between product innovation and user’s satisfaction, and achieve customer satisfaction and a competitive advantage of product design.

感性深藏于用户心中，并与认知紧密相关，它对产品核心竞争优势的构建具有关键作用。挖掘用户对产品形态的感性反馈及设计知识，将其渗透于设计解读及重构的全过程是产品意象设计策略高效应用、精准决策的关键。本项目在认知神经科学和感性工学等理论支持下，揭示眼-脑生理认知与感性的关联机制；基于视觉认知神经机制，通过眼-脑结合的双模态生理认知手段，研究产品原案的感性属性甄别方法及意象定位决策；在眼-脑认知同步态信息提取基础上，构建意象诱因源码计算模型，提出诱因源码的识别方法；基于低层生物电信号与高层感性语义转译模型的构建，建立关键意象诱因源码提取方法，实现“产品原案-意象诱因源码-意象-关键诱因源码-创新产品”的设计求解，并以地域特色商品为例予以应用验证。本项目从学科交叉视角为产品意象设计提供了新理论、新方法，对提高产品创新性与满意度融合的内在品质、提升产品竞争优势及用户满意度具有理论及现实意义。

产品感性意象作为满足高层次精神需求的重要因素，受到了设计界的广泛关注和重视。为此，项目将用户对产品形态的感性认知反馈作为设计突破口，提出了视觉认知神经机制下感性反馈全程驱动的产品意象设计方法研究。项目采用脑电技术与眼动技术相结合的认知方式，在视觉认知神经机制下研究产品感性形态的认知特性，揭示眼-脑生理认知与感性形态的关联机制；开展产品正面感性属性的甄别研究，建立产品原案感性属性的甄别方法；基于产品原案，在视觉认知神经机制下，研究意象诱因源码的逆向推理，建立逆向推理的意象诱因源码识别方法；探究无意识多模态内隐认知的产品意象提取模型构建方法，实现意象的定位决策；基于眼动赋权及脑电意象认知的产品感性形态映射模型构建，正向推断关键的诱因源码，从视觉认知神经机制的视角建立关键诱因源码提取方法；在多维感性认知信息关联规则下，研究产品意象造型特征要素的智能设计组合策略，构建融合多维感性信息的智能产品设计辅助系统，研究形成了“产品原案-意象诱因源码-意象-关键诱因源码-创新产品”的设计求解。本项目从符合人类认知本源的视觉认知神经机制出发，基于眼-脑结合的生理认知手段，将用户置于认知信息架构的核心位置，建立用户感性反馈全程驱动的产品意象设计方法研究，将人类独特的认知能力充分融入到设计创新之中，建立用户知识供给与设计创新输出的协作，提升产品创新性与满意度融合的内在品质。.项目实施以来发表论文27篇，已见刊24篇，其中SCI\EI源刊收录6篇，国际会议EI收录7篇，已录用SCI源刊论文2篇及EI源刊论文1篇，发明专利授权3项，实用新型授权7项，授予软件著作权2项，发表设计作品2个，培养硕士人才14人，参与国际学术会议6人次，参与国内学术会议8人次。此外，项目组与贵州当地生产企业积极开展应用合作，将研究成果推广到贵州地域特色商品及贵州千亿产业高端装备产品的实际设计开发中，体现了研究的理论现实意义和社会经济价值。