产品草图方案感性评价中的脑认知加工机制研究

Brain Cognitive Processing Mechanism in Kansei Evaluation of Product Sketch Scheme

摘要: 为减少产品草图方案感性评价中主观因素的影响，改善依赖主观偏好和个人经验进行感性评价的局限性，开展用户对不同草图方案设计感性评估脑认知加工机制的研究。以充电桩草图方案为评价对象，运用语义差异法和头皮脑电采集技术，设置“传统感”和“现代感”感性意象明确且语义相对的刺激样本，使用SPSS、EEGLAB软件对用户感性评价过程中行为反应和脑电反馈进行统计分析，探讨用户在两类感性评价中脑认知加工过程。结果表明，圆角及曲面造型方案更容易诱发用户“现代感”的感性意象，用户匹配正确率最高，且视觉诱发顶区P300振幅要显著高于“传统感”意象；在“传统感”意象的评价中，用户普遍认为具有直线造型特征的草图方案更具有“传统感”，反应时变长，正确率降低，且更容易在额区和中央区诱发N400成分。P300、N400诱发情况和振幅大小可有效消除主观因素在产品草图方案评价中的影响，为草图方案评价过程提供客观的参考依据。

Abstract: In order to reduce the influence of subjective factors in the kansei evaluation of product sketches, and to improve the limitations of relying on subjective preference and personal experience in kansei evaluation, we have carried out research on the cognitive processing mechanism of users’ kansei evaluation of the design of different sketches, taking the charging pile sketches as the evaluation object, using the semantic difference method (SD) and EEG technology, setting up “tra-ditional” and “modern” kansei images with definite and semantically relative stimulus samples, using SPSS and EEGLAB software to evaluate the user’s kansei evaluation process perform statis-tical analysis on behavioral responses and EEG feedback to explore the cognitive processing process of users in the two types of kansei evaluation. The results show that the rounded corners and curved surface modeling schemes are more likely to induce users’ “modern” kansei image, and the user’s matching accuracy is the highest, and also the P300 amplitude of the visually induced top zone is significantly higher than the “traditional” one; in the evaluation of “traditional” kansei image, users generally think that the sketch with linear modeling features is more “traditional”, the response time becomes longer, the accuracy rate is reduced, and it is easier to induce N400 com-ponents in the frontal and central brain areas. The induced conditions and amplitude of P300 and N400 can effectively eliminate the influence of subjective factors in the evaluation of product sketches, and provide an objective reference for the evaluation process of sketches.