Research on City Brand Identity Design Based on Perception

Abstract

Based on Principle of perception-driven, this paper,by the method of perceptual engineering, studies the influencing factors of perception of urban brand logo design by the method of Kansei engineering. The experiment takes 24 urban brand logo design as test samples. The volunteers’ response to the logo was used as data. The result shows that the recognition factor, difference factor, evaluation factor and emotional factor have an impact on the perception of urban logo design. Preference prediction model shows that the overall evaluation of the design itself is the most important factor in explaining the preference of urban logo design. Recognition factor and difference factor are important factors affecting preference. Finally, considering audience perception preferences and typical test samples, we put forward three design principles for urban brand logo design, which are Ease of recognition, outstanding personality and universal recognition.