Research on users’ product color perception of automobile

Abstract

Color plays an important role in product design and affects consumers' preference in purchase. To study the user's color perception, a novel approach of the semantic differential (SD) method was adopted to examine the difference of color perception between plane (2D-form) and product (3D-form). Taken the automobile color design as an example, the difference of users' color perception and color cognition were explored, the mapping model of users' color perception of product was set up so as to improve color design of product rationality and validity. The study of the users' color perception of product will assist the designers in color design of product, and to find out the color attributes and meaning for color design of product.