Research on user’s perceptual preference of automobile styling

Abstract

Study the user’s perceptual preference of automobile design, help the designer to make clear the reason for positive emotion from the user. Based on the case of electric vehicle styling design from Hunan University, the research regards the design scheme as an alternative plan of “emotional language” and “visual features”. A questionnaire survey was conducted to study the perception preferences of different users. The research used both complex network and perceived matching methods, comparing each two alternatives, and suggested that the model of user’s perception is an organized process of associated expression and the preference perception is made up of two key factors called “perception center” and “perception connection”. The research constructs the prototype design evaluation system, makes each design information of different categories has a visual expression according to user’s personalized emotional preference, and helps designers to understand the user’s emotional information intuitively.