AN INVESTIGATION ON CONSUMER COGNITION OF CULTURAL DESIGN PRODUCTS

Abstract

During the process of the transformation and innovation of traditional culture and local characteristics, we can make old things fashionable through creative design. Therefore, understanding the design strategy for the global market and how to design local culture into innovative products are important research issues. The main purpose of this study is to investigate the effectiveness evaluation index and design strategy on cultural design of consumer cognition or preference. This study was implemented in two phases. First, we undertook a preliminary survey by means of literature review and opinions from a group of experts, and selected representative product samples and evaluation indices from the three categories: traditional culture, local characteristics and innovative fashion. In the second phase, we analyzed the results of the questionnaire survey and found that “Design Performance” is the most important factor for evaluating cultural design products. Furthermore, it was found that participants could not identify with products that overemphasized “cultural characteristic.”