Research Of Flat Design On Car Logo Based On Cognition

Car logo as a symbol of car brand,is an important medium and carrier to identify and understand the car brand.Car logo is brand building essential content too.In the new communication environment,Audi,Citroen announced the use of flat design logo,so that the car logo can be more smooth conversion between multiple devices to adapt to the future interface,the terminal fragmentation,to achieve the purpose of rapid dissemination of corporate philosophy.Now more flat car logos are used in the dissemination.This paper mainly studies the characteristics and evaluation of flattened car logo.Starting from the characteristics of automobile logo development,combined with the design and semiotics,this paper analyzes the causes of flat design car logo and summarizes the characteristics of flat design car logo.The information transmitted by the logo is obtained through visual perception,and the study of the car logo through the eyes is the most direct way.First,according to the visual attention mechanism and the feature integration theory,the author analyzes the cognitive advantage of the flat automobile logo and puts forward four hypotheses.On the basis of eye tracking technology and the four hypotheses,the eye movement experiment was designed,the eye movement data were collected through the eye tracker instrument.and the data were analyzed by SPSS,based on Cognitive significance of eye movement index.The experiment results validated its advantages distinctive characteristics,easy to identify.The results get the eye movement characteristics when subjects observed the different shape,hue,brightness and purity of flattened car logo.Combined with the score of flattened car logo from the subjects,we establish evaluation model of flattened car logo based on multiple eye movement Index.With the objective eye movement parameters,the logo designer can be more targeted in the car logo shape,color selection to find the direction of design improvement.The evaluation model makes the overall evaluation of the flattened car logo more objective and more in line with the aesthetic of the consumer.Based on the study of the characteristics of flattened car logo and the evaluation model,companies can choose different design features of the flat car logo targeted to different consumer groups by contrasting the eye movement characteristics to make the form of car logo more in line with the way of cognition under the Fragmentation time and to enhance the efficiency of brand communication.In addition,this evaluation model has some reference value for the design and evaluation of other logos.