Product color design based on multi-emotion

Abstract

This paper proposes a product color planning method based on multi-emotion, with emphasis on the multidimensionality and complexity of consumers’ emotional expectations of product color. First, a color design model of products with multi-emotion is created. Then, a multi-dimensional space of consumers’ emotional images is constructed using factor analysis (FA) and procrustes analysis (PA), and the method of fuzzy preference is employed to build the importance of relations among emotional dimensions. Finally, Particle Swarm Optimization (PSO) is employed to find the solution of the product color design model. Through a design case study, this method was proven to be able to meet consumers’ complex emotional requirements, and it may improve the quality and practicability of product color design.