Research On Affective Design Of Products Form On The Basis Of Fuzzy QFD

With the rapid development of economy and improvement of life quality,customers’pursuit for products’ function and usability has been gradually changed to affective experience.Although the products have no innovative function and advanced technology,novel form design can still improve the sales.QFD is applied to establish association between consumer demands and product features,which is very similar to the principle of Kansei Engineering.However,consumers’inner perception is a general and uncertain concept,and even the consumers themselves cannot explain their inner perception exactly.With the development of artificial intelligence and other modem information technology,fuzzy QFD which is integrated with fuzzy theory can effectively excavate the implicit requirements and preference of consumers,which is an important topic for discussion in the future design development.Therefore,on the basis of fuzzy QFD theory,the author takes citrus juicer,blender and high-speed blender as well as other juicing series products as research objects to discuss the form design which can satisfy consumers’ emotional requirement.The results can provide specific parameter guide to enterprise’s decision-making process,thus the product can finally stand out in globalization competition.In this dissertation,the main research contents and achievement include:(1)On the left side of QFD,the fuzziness of customer’s needs is fully considered.The fuzzy set and rough set of artificial intelligence method are used to calculate customer’s affective needs.The mapping relationship between human’s Kansei image and product design elements is systematically analyzed by combining qualitative and quantitative methods.(2)The author establishes a model of product design on the basis of emotional importance.Firstly,based on factor analysis and fuzzy AHP,the author builds an optimum emotional semantics hierarchy with the consideration of multi-criteria decision and analyzes the importance degree of representative Kansei words so as to help the designer determine users’ emotion cognition with high relational degree.This method has got 4 principle factor weights in the case of citrus juicer:modern,small,plain,nostalgic.Finally,the association between Kansei semantics and products’specific design details is established on the basis of fuzzy QFD design matrix and the contribution degree of each design element is analyzed.(3)The author proposes the model of product design based on emotional satisfaction and importance.On the basis of fuzzy Kano model and fuzzy AHP method,the author evaluates the dual factors of emotional satisfaction and importance,and then improves previous consumers’ one-dimensional opinion towards Kansei cognition.Moreover,the author takes a full consideration of the non-linear relationship between the sufficiency of Kansei quality and consumers’ satisfaction.A case study of combining blender,through attribute adjustment coefficient,the author gets that "beautiful and fashionable","warm and comfortable","concise and modern" are the top three factors with the highest weighted values after adjustment.Later,through the House of Quality model which is composed by fuzzy QFD design matrix,the author provides specific engineering features to designers for references.(4)The author builds a model of product design which is used to develop the aesthetics satisfaction of customers.First of all,through literature discussion,the author summarizes seven aesthetics qualities related to high-speed blender and investigates the relationship between quality and customer’s satisfaction.Secondly,attribute-reducting and importance calculation are carried out through rough set theory,thus the author determines that the core aesthetics quality of blender is successively "concise,original,elegant and comfortable".Then the author imports the result into the demand dimension of fuzzy QFD.Through consulting experts’ suggestions,the author sets up the incidence matrix and creates the optimizing combination of high-speed blender’s aesthetics quality.Finally,according to the"concise and original" style image of creative thinking association method,the author determines the key bionics design characteristics of coconut tree,penguins and butterfly.Moreover,the author draws the final digitization 3D graphics in combination of the optimization combination’s clue.The confirmatory experiment indicates that this innovative model can greatly improve products’ sentimental value and customers’ aesthetics satisfaction.The experimental result can both provide data support for the shape design of juicing series products in the future and assist creative people improve design efficiency at the initial stage of new products’ research and development so as to develop satisfying products for customers.The experimental result also has attractions to marketing personnel,products’planner and relevant practitioners.