摘要

Consumer-oriented design has become a key element in a successful product development process. However, since consumers have constantly changing needs, their cognition toward a product is abstract and unclear, and designers do not have a method to effectively incorporate consumers%26apos; opinions during the design process. Designers and consumers have cognitive differences when it comes to the %26apos;meaning%26apos; of a product. The main purpose of this study is to develop a cognitive structure model in order to understand the differences and similarities between designers and consumers%26apos; cognitions, and furthermore to help designers obtain consensus with consumers on the meaning of a product. The first step in the procedure is to use mind mapping to present designers%26apos; cognition, and then an implication matrix to conduct research on consumers%26apos; cognition. Four areas (positive consensus, negative consensus, designer%26apos;s subjectivity, and consumers%26apos; subjectivity) are defined based on the cognitive similarities and differences of designers and consumers. Finally, a streamlined hierarchical value map is used to present design guidelines. Through the case study on %26quot;beach toys design%26quot; and its process of developing design guidelines, it is proved that this cognitive structure model is operational and practical. Consequently, this model effectively enables designers and consumers to reach a common ground on product cognitions.