As one of the most important visual characteristics in a product system, color can arouse the user's emotional demands quickly. Due to the complexity of the user's emotional needs mining process, it can be expressed by color image adjectives. Meanwhile, product color trends that meet the user's emotional demands may help decision makers to anticipate a new market positioning and reduce the blindness in the product color design. In this study, the Gray theory combined with the Kansei engineering was used to mine the macro and microscopic factors in product color design decision process based on the product color brand image. The results showed that the constructed method could be used to guide the product color design that was to meet the user's emotional needs comprehensively and quickly. The method solved the problems that exist in the current product color trend prediction research and improved the accuracy of the correlation mining between product color design elements and brand image. Lastly, the color design of the mid‐range sedan was taken as an example to prove the feasibility of the research approach. This is a new attempt to guide product color design decisions in two aspects, one is known from the results of product color trends quantitative prediction, and the other one comes from the correlation calculation between product color design elements and brand image.

中文翻译：

---

品牌形象驱动的产品色彩设计决策研究

作为产品系统中最重要的视觉特征之一，颜色可以迅速引起用户的情感需求。由于用户情感需求挖掘过程的复杂性，可以用彩色图像形容词来表达。同时，满足用户情感需求的产品颜色趋势可以帮助决策者预期新的市场定位，并减少产品颜色设计中的盲目性。在本研究中，将灰色理论与Kansei工程技术相结合，用于基于产品颜色品牌形象挖掘产品颜色设计决策过程中的宏观和微观因素。结果表明，所构造的方法可用于指导产品色彩设计，以全面，快速地满足用户的情感需求。该方法解决了当前产品色彩趋势预测研究中存在的问题，提高了产品色彩设计元素与品牌形象之间相关挖掘的准确性。最后，以中级轿车的色彩设计为例，证明了该研究方法的可行性。这是从两个方面指导产品色彩设计决策的新尝试，一个是从产品色彩趋势定量预测的结果中获悉的，另一个是从产品色彩设计元素与品牌形象之间的相关性计算中得出的。以中档轿车的色彩设计为例，证明了该研究方法的可行性。这是从两个方面指导产品色彩设计决策的新尝试，一个是从产品色彩趋势定量预测的结果中获悉的，另一个是从产品色彩设计元素与品牌形象之间的相关性计算中得出的。以中档轿车的色彩设计为例，证明了该研究方法的可行性。这是从两个方面指导产品色彩设计决策的新尝试，一个是从产品色彩趋势定量预测的结果中获悉的，另一个是从产品色彩设计元素与品牌形象之间的相关性计算中得出的。