Research On Product Design Evaluation Based On Regional Cultural Image Cognition

Regional culture product is an epitome of the regional era, bearing the accumulation of people’s wisdom, representing a reflection of regional culture image. The distinctive regional features derived from the shape, color, material bring consumers mental enjoyment. Despite the regional culture industry is attracting more and more attention of the government and the industrial design community, the development is also happening with each passing day, but how to evaluate regional culture product design is still a blank spot. The regional culture product is developing opportunistically without principles or standards, rendering the evaluation research of regional culture product extremely urgent.Nowadays, users are consuming product by the differences of product image symbol value, obtaining joy of life and identity through the image consumption. The traditional evaluation model is mainly based on the appearance and modelling of the product, which fail to embody the consumer preferences accurately on the regional culture product. Therefore, the research of the new evaluation pattern of regional culture product must set foot on the self-characteristics of regional culture product, based on the consumer perception of such products. The concept of consumer product image design has been widely applied to product design, which is a mature design method but has not been used for product evaluation. From the perspective of the particularity of regional culture product, consumers more care about the spiritual enjoyment rather than physical appearance, which determines the evaluation research of regional culture product must fall into the perspective of the consumer’s image cognition about regional culture product. So this research is from the perspective of consumer image cognition about regional culture product, to explore influence on consumer preferences based on the regional culture image bearing by the regional culture product. To gather consumer’s image cognition about regional culture product through experimental methods such as focus group and questionnaire survey, applying Kansei engineering, mathematical statistics methods such as factor analysis, classifying the cognitive image and performing dimension reduction, and then obtain the five cognitive dimensions of regional cultural product image, forming the cognitive dimensions as the foundation, and to build a knowledge base of the regional culture image and its relevant evaluation system.