Research On Cognitive Matching Of Chinese Elements In Product Design

In modern society,with more and more fierce competition in the global market and continuous improvement of people's living standard,our life style has changed and diversified culture consumption is blooming.Symbolic consumption,which subjects perceptual consumption as its main feature,has become a new consumption fashion trend.Thus,the consumer market is gradually entering a new era where experience and aesthetic economy are emphasized.In addition to the practical functions of products,consumers are paying more and more attention to symbolic meanings such as popularity,implication and symbols,when the consumption pattern gradually shifts from real consumption to symbolic consumption.Under the influence of consumption motivation and consumption behavior,the cultural attributes of products are becoming increasingly important,and cultural experience has gradually become a key factor in product design.However,there are many problems in the existing products with Chinese element,such as insufficient cultural connotation,unclear design expression,separation from consumer demand and lack of consumer recognition.Many designers randomly stack Chinese elements without careful choosing and sufficient understanding,resulting in the phenomenon of imitation,abuse and misuse of Chinese elements.Since designers always lack in-depth understanding of consumers in the process of product design,great cognitive differences happens all the time.Therefore,in order to solve the problems mentioned above,this paper will study the cognitive matching of Chinese elements in design and application.The main research contents are as follows:(1)Chinese elements,regarded as the research objects,were integrated into product design.By sorting out the existing research methods and research results,the relevant theoretical methods of Chinese elements,design cognition,spoken language analysis,cognitive matching,cultural level classification were summarized.Then,the causes of cognitive differences between designers and consumers were analyzed,as well as the way to establish cognitive matching path.(2)Through the cognitive experiment of spoken language analysis,the process and characteristics of consumers' perception of Chinese elemental products were explored to provide data support for the construction of cognitive matching model between designers and consumers.(3)Based on the relevant theories and cognitive experiment results,a design model of product with Chinese element based on cognitive matching was constructed.The corresponding design principles,design methods and design processes were proposed,in order to provide theoretical and methodological guidance for designers to carry out design activities.(4)The design practice was carried out,based on the design model.The feasibility and application value of the design model were verified through the design practice.The results showed that the design model of Chinese element product based on cognitive matching is helpful for designers to design products with Chinese element and the products can make consumers have better emotional experience and finally get consumers' acceptance and affection.The method proposed in this paper provides a new thinking and methods for the design of Chinese elemental products,which enriches the research in related fields.The model proposed in this paper also verifies the feasibility and validity,to a certain extent,through design practice,and can guide designers to better carry out design activities.