Research on Product Color Design Under the Cognition of Brand Image

  • Xin-xin ZhangEmail author
  • Ming-gang Yang
  • Xin-ying Wu
Conference paper
Part of the Advances in Intelligent Systems and Computing book series (AISC, volume 903)


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.


Color brand image Kansei engineering Product color image cognitive Color characteristics 


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© Springer Nature Switzerland AG 2019

Authors and Affiliations

  1. 1.School of Art, Design and MediaEast China University of Science and TechnologyShanghaiChina

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