Research on product color design under the cognition of brand image

Abstract

As one of the paramount visual features in a product system, color conveys not only a visual sense of beauty but also the physical and psychological needs of the human beings. In the design process, the in-depth study of color elements can effectively use the emotional power to increase the competitiveness of products in the market. Focusing on this, the product color brand image is excavated and the related color design elements are extracted by applying the technical methods of Kansei Engineering. At last, taking the color image study of a car as an example to verify the research idea of this examine.