欧阳嘉 张宇琦 夏天生

摘要： 为了使视觉设计更符合用户情感偏好，以及为传统纹样相关产业发展提供理论研究方法，文章采用中国传统纹样中的喜字纹作为研究对象探究纹样设计视觉喜好的影响因素。收集相关实验材料并经过样本筛选后，获得喜字纹样的相关情感因素10种和17张喜字代表性纹样。采用语义差异量表对观看体验和喜字纹样所引起的情感因素进行调查并使用质量屋模型进行分析，最终得到4种影响喜字纹用户观看体验的高相关情绪因素，及其相关纹样构成基础属性。研究结果表明，简洁、浪漫、协调及令人印象深刻属性有利于提高喜字纹的用户偏好，附加要素、题材内容和纹样底色在纹样构成中应得到更高的重视，为传统纹样视觉情感分析提供一个可借鉴的研究手段，结果可为喜字纹的设计提供经验证据。

关键词： 传统纹样;喜字纹;质量屋模型;感性工学;视觉情感

中图分类号： TS941.19;J523.1

文献标志码： A

文章编号： 10017003（2021）08004706

引用页码： 081109

DOI： 10.3969/j.issn.1001-7003.2021.08.009（篇序）

Analysis of the visual sentiment of Xi-character patterns based on HOQ（house of quality） model

OUYANG Jia， ZHANG Yuqi， XIA Tiansheng

（School of Art and Design， Guangdong University of Technology， Guangzhou 510090， China）

Abstract： In order to make visual design better suit users emotional preference， and to provide a theoretical research method for the development of traditional pattern-related industries， this paper studies the factors influencing the visual preferences of pattern design with Xi-character patterns as the research object. Through experiment material collection and sample screening， 10 emotional factors related to Xi-character patterns and 17 representative Xi-character patterns were obtained. The emotional factors caused by viewing experience and Xi-character patterns were investigated using semantic difference scale， and relevant analysis was performed using the house of quality model. In the end， four highly correlated emotional factors influencing users viewing experience of Xi-character patterns， and the basic attributes of the relevant pattern composition were obtained. It is found that the attributes of conciseness， romance， harmony and impressiveness are conductive to improving users preference of Xi-character patterns. Priority should also be given to additional elements， theme content and pattern background colors. This paper is expected to provide a reference research method for the visual sentiment analysis of traditional patterns， and the results are hoped to provide an experimental evidence for the design of Xi-character patterns.

Key words： traditional patterns; Xi-character patterns; house of quality model; kansei engineering; visual sentiment

收稿日期： 20210129;

修回日期： 20210702

基金項目： 国家社科项目一般项目（18BYY089）;教育部人文社科基金青年项目（16YJC190022）;广州市哲学社科“十三五”规划项目（2018GZQN31）

作者简介： 欧阳嘉（1997），女，硕士研究生，研究方向为体验设计。通信作者：夏天生，副教授，xiatiansheng@gdut.edu.cn。

中国传统纹样有着丰厚的文化内涵和美学意义，喜字纹是中国传统装饰纹样之一。千百年来，人们利用纹样表现意识、沟通心灵、传播思想、交流文化，纹样已然融入社会生活的方方面面[1]。……