Research On Product Image Styling Design Method For Cross-cultural Fusion

Culture is the product of human social practice.It is created by human beings and it is the human-specific practical activity.The complexity of human society has created a culture’s transformation,and new cultures will emerge in an endless stream.This phenomenon has created the diversity of culture,which is the multiculture in the context of the complex society.With the development of technology and the advancement of society,the exchanges between cultures have deepened.These exchanges are not only reflected in language,economy,politics,film & TV,and technology,but also in products.From the macroscopic view,culture encompasses all products which are also an intuitive embodiment of culture.This will become an essential proposition of intercultural communication which is how to continue the culture as well as take into account the customs and taboos of the outside world at the same time.While maximally preserving the essence of culture and integrating local characteristics,the culture that spreads can be well accepted by locals.Therefore,based on the cognitive thinking and the theory of Kansei Engineering,this study explores the product image form design method of combining two cultures.Using a combination of qualitative research and quantitative research methods,the two cultures are separately analyzed: from a certain culture(Culture Ⅰ),the imagery is clustered to extract the target image;from another culture(Culture Ⅱ),dig out the modeling design factors with the hierarchical structure model,the analysis graph and the image board and then achieve the cross-culture’s integration of product image form design.Reasonable cognition of the connection between the two cultures can form a systematic cross-culture’s fusion design theory and provide new ideas for product innovation design.The paper focuses on the following four aspects:Part Ⅰ: extracting the target image of culture.First,the culture is selected for analysis,and the kansei image vocabulary is obtained from the external resources used to express the culture.After interviews of specialists,the words that are too similar are eliminated,and built the words database.Secondly,the user is invited to use the semantic similarity calculation to score the vocabulary.Finally,data are clustered by SPSS to get the target image vocabulary of the culture.Part Ⅱ: the construction of image boards.Through the problem of cognitive differences between designers and users,this study starts with cognitive psychology,analyzes the patterns of user image cognition and the expression of perceptual information.It finds a suitable method to eliminate the difference between the two in this study,which is image board.Part Ⅲ: extracting design factors from another culture based on cultural target image.Based on the theory of cultural gene,this study analyses another culture,classifies and grades the objectives by using the Hierarchical Model;chooses the dominant factors as the focus of the study;then interprets the culture,extracts the dominant factors and builds a image database;finally,invites users to learn the image board to score the questionnaire,and obtains the cultural design factors.Part Ⅳ:Cross-cultural integration product design.According to the above-mentioned cross-cultural integration design method,the analysis was carried out in six series of cases,and the image design of cross-cultural fusion products was analyzed through its design goals,design ideas,method application and design results display.By exploring the product image design method of cross-culture’s integration,this paper digs out the cultural imagery and design factor according to the theory of kansei engineering and applies it to the practice of cross-culture’s fusion product design.This paper will effectively enhance the culture’s connotation of the design object and the public’s identity to the two cultures,and realizing the widespread spread of culture.