Research on the Cultural Product Design Based on Consumer Cognition

Abstract

With the development of cultural creative industry, cultural product design has shifted from "production-oriented" of batch design to "consumer-oriented" of personalized design, on the basis of function, shape, material, color, brand, economic, cultural and other factors of product design. The consumer's emotional appeal should also be investigated fully and comprehensively. How to master the general rule of consumers' psychology, follow the law of consumer behavior, design marketable products and finally promote the customers' satisfaction will be significant subjects of current cultural product design. This paper studies on the current cultural product from targeted consumers' cognition point of view based on theories such as Demand Psychology, Consumption Psychology, Cognitive Psychology, Kansei Engineering, Ergonomics, Semantics of Design and Semiotics and etc, and proposes three hierarchy theory of consumer cognition on cultural product by analyzing cultural products' connotation, characteristic and category and combining human cognitive system in Cognitive Psychology, which are interpretation, experience and cognition. Also present the cultural product design procedure based on consumer cognition on the basis of this theory, including research and analysis of consumers' cognition, image space establishment of cultural product cognition, cultural product concept design and implementation and cultural product test and evaluation. © Springer International Publishing Switzerland 2014.