The electronic emotional version: The emotional version of the operation of the flow of methods

Article Description: Emotional version (Mood board) The new thinking of the operation process.

Emotional version of this method in foreign applications has a certain history, it was born in the last century, the non-information age, usually participants were asked to select from the daily newspaper and magazine in line with the "mood or key words" of the picture, to reduce the picture, and then paste together. But the times are changing, now we are experiencing the information explosion of the network era--google, Baidu a variety of image search engines into our lives; Shutter stock, Panorama, and other professional picture materials at home and abroad the rise of the different military sites-this has to let me think, "emotional version" This method can also feel the Central Committee's call, "with The Times"?

In this October's Android client Design research project, we organized users to participate in this research methodology, and made some minor improvements to the implementation details and analysis process of the method. I hope to share with you the whole process of the method through this article.

1 in traditional sense, the definition and meaning of emotional edition

MOOD BOARD (Emotional edition) refers to the collection of colors, pictures, images, or other materials that are designed for the product and related subject directions, causing certain emotional reactions to be used as a design direction or as a form of reference. Help designers clear visual design needs, for the extraction of color scheme, visual style, texture material, to guide visual design, to provide inspiration for designers.

2 traditional emotional version of the operating methods

2.1 First, comprehensive user research results, brand/marketing strategy, internal discussion and other ways to clearly experience keywords, you can draw the Experience keyword (experience Keywords). Usually, this can also be a business decision.

2.2 Second, users, designers or decision-makers can be invited to participate in the collection of material for a period of time. It is usually picked up and pasted together from the daily contacts of newspapers and magazines.

2.3 Again, will be for everyone's emotional version of the collection, with a qualitative interview, understand the reasons for choosing pictures, digging more behind the story and details.

2.4 Finally, the material map according to keyword clustering, extraction color, color scheme, mechanism material characteristics, as the final visual style of output.

3 modified version of Mood BOARD

The approach process that is being tried in the Android client visual style study--

3.1 First step, native key words.

There is no difference from the traditional method of operation (2.1 described in the previous paragraph).

3.2 Second step, derivative keywords.

In this study, we made some changes to the traditional emotional version of the process, allowing participants to use image search engines and material sites to find pictures. However, if only through the simple search of the original keyword, it is easy to cause the image material of different participants to appear homogeneity problem. So, before you search for a picture, insert the "derived keyword" step. We asked the participants to first brainstorm a mental map of the key words (pictured below). On the one hand, reasonably guide the research object divergent ideas, on the other hand, also deep in the process of digging the original keywords in their hearts definition.

Derivative keyword Birth interview:

Free divergence question--what do you think of "simplicity"?

Guiding divergence--if "simplicity" is a color, what do you think of it? Why? If "simplicity" is a kind of food, what do you think it is? Why? If "Concise" is ...

3.3 The third step, the image search, extract images to generate emotional version.

At this stage, users are required to use "Native keywords" and "diffraction keywords", through the network channels, collected a large number of corresponding material map and with qualitative interviews.

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