Research on users’ product color perception of automobile

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.