Design theory: A way to discern people's hearts

Once, the Buddha printed also Mr. Dongpo together to talk about, Dongpo suddenly said: "When I meditate, with my eyes to see the master is a lump of cow dung." "Buddha India does not think, just lightly said:" Rite meditation when I saw the Buddhist Buddha is the Tathagata. "Su Dongpo this complacent, but listen to sue Little sister said:" Brother, you do not know all external things are the projection of the heart? Your heart is a group of cow dung, so look at others is a group of cow dung, master heart is Buddha, so see you are also Buddha. ”

An interesting story, which leads to the concept of "projection", which is discussed below--a method of discerning people

What is projection

In the field of psychology, projection is an indirect form of inquiry, in which the researcher uses some disordered and vague stimuli to guide people to answer questions, to detect the personality traits that people do not know, and to conceal attitudes. The famous projection test has Rorschach ink test (RIT), painting tree test, Theme Test (TAT) and so on, mainly for testing personality, but need professional researchers to operate. Projection methods are also widely used in advertising, branding and other market research, and are relatively simple and practical. Researchers use the third person to ask questions, Lenovo, fill in the blanks, look at the pictures and other techniques, collecting users of advertising, product attitude, cognition, consumption potential motivation. The following is a detailed introduction to the application of image projection.

Rorschach Ink Test diagram

What is a picture projection

Image projection technology refers to the use of a series of images as a projection tool to analyze the user's response to these pictures and understanding, to help get people's minds.

The application of image projection technology in market research mainly has the following advantages: (1) The form is more fresh and lively, less sensitive, easy to create an interesting and relaxed atmosphere, so that the respondents in a relaxed state, more easily express their inner thoughts; (2) The image is perceptual, intuitive processing, different from the speech rational, logical processing. The image projection will be the interviewee from the rational thinking, more in-depth excavation of their feelings and preferences; (3) for some people who are not highly educated or used to image thinking, images can break through speech expression barriers, assist thinking and convey their ideas.

In market research, image projection is often used to detect user perceptions of the brand, potential needs and preferences for the product. For example, a car brand after a series of packaging listed, manufacturers want to know whether the concept of the brand can be well communicated to consumers. The researchers gave pictures that represented nobility, economics, cheapness, firmness, portability, and loveliness, allowing consumers to choose pictures they thought were similar to the brand's car and explain the reasons for their choice. Using this method can get the user to a car brand from the image to the function of cognitive and emotional information.

The image projection can not only test the packaged brand, but also guide the design of the brand at the initial time. Design Center in the product visual style and logo design often use the method of image projection, for example, in the Hummer visual design through the image projection of the TM product recognition and deep demand for the style positioning, in the QQ Show mall visual style design through the image projection collection target users for "fashion" Sense of understanding and visual preferences.

TM2008 visual style derivation

QQ Show visual style deduction--Main color

QQ Show visual style deduction--texture