Brand Tonality in Automotive Interior Design

YIN Yan-qing, ZHAO Dan-hua, ZHAO Jiang-hong

Packaging Engineering ›› 2018 ›› Issue (14) : 102-108.

Packaging Engineering ›› 2018 ›› Issue (14) : 102-108. DOI: 10.19554/j.cnki.1001-3563.2018.14.019

Brand Tonality in Automotive Interior Design

  • YIN Yan-qing1, ZHAO Dan-hua2, ZHAO Jiang-hong2
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Abstract

It aims to study the relationship between the brand tonality of automobile interior and the emotional symbiosis of user perception. Based on the "rhyme" philosophy of logic in Chinese ancient poetry and according to the theory of "tonality" in the music, it constructs a tonality design system of the automobile interior brand with the modal frame the modal height and the modal color. The feasibility of the research are verified through typical case analysis, and its design effectiveness are validated with practical case application. Three car interior brand tonality factors, function, quality and situation are expanded. Combining user's emotional needs, three perceptual factors of brand tonality, interior styling elements, CMF elements, and information interaction elements are obtained. The emotional symbiosis relationship between them and user roles, user emotion and user context are acquired. The research expands the innovative design method of automobile interior brand tonality, which provides good support for improving the perceived quality of automobile interior brand perception.

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YIN Yan-qing, ZHAO Dan-hua, ZHAO Jiang-hong. Brand Tonality in Automotive Interior Design[J]. Packaging Engineering. 2018(14): 102-108 https://doi.org/10.19554/j.cnki.1001-3563.2018.14.019

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