科研之友
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摘要
The customer's cognitive mechanism of car styling is studied in this paper. Firstly the knowledge ontology of car styling based on style feature is expounded. Then on this basis the cognitive pattern of car styling based on feature matching is defined, with a model for cognition process proposed. Finally with the car front-end styling taken as samples, Dikablis eye tracker is used to conduct an eye-tracking experiment, and combined with Likert scale questionnaire survey, several key issues are investigated. The results of experiment show that (1) a positive correlation exits between preference and recognition, and users are more willing to buy the cars with higher degree of recognition;(2) in the process of car brand recognition, customers use its working memory to process the visual information of styling and extract the car model information in his long-term memory for comparative analysis, so both visual stimulation intensity and continuity should concurrently be taken into account in car styling design, thus the short-term memory shall be transformed into long-term memory;(3) the typical and symbolic features of car front-end styling play an important role of identification guiding, enabling the effective establishment of visual information channel between working memory and long-term memory, so due attention should be paid to their design;(4) due to the actions of binding mechanism and Gestalt psychology, the generation of the sense of beauty more depends on the overall effect of car styling.
