Product Color Symbolizes And Kansei Imagery Research

Globalization and cultural development has become an indisputable fact, at the same time, regional cultures are increasingly concerned by the market and users, personalized and differentiated gradually become a major trend of the consumer market.In the period of industrialization,large quantities of products are considered to be cold by consumer,then enter the information age, when consumer is choosing products,the focus began to shift from functional requirements to the psychological and emotional needs, thus why the localization of product design have greatly attention.Based on this phenomenon, this paper discusses the use of Chinese traditional color in product design,and hope that through research, demonstrates the traditional Chinese color for today’s people still has a unique significance as well as its vast market value, and from the perspective of color,provide a new design thinking for localization of products.The research of this paper will use Kansei Engineering theory and it’s research methods,explore the traditional chinese color imagery in contemporary sensibility consumers,and use it in product design conveys aesthetic appeal.This paper will be through a user interviews and secondary data research,collect the consumer perceptual cognition of chinese traditional color and chinese traditional color sample.And screened out25kinds of color samples and8pairs of sensual words,then conducted a questionnaire survey and statistical analysis method by SD scale,comprehensive arrangement of survey data, analyze respondents imagery of traditional Chinese color feelings. Finally, analysis result will comparison with the previous literature collected in the study of chinese traditional color symbol semantic, it is concluded that traditional Chinese colors drawn on a modern product design application suitability and uniqueness.