Cognition of Female Suits Silhouette Based on Sense of Fashion

摘要

With competition increased in garment industry, fashion design has transformed from production-orientation to consumption-orientation. So it is important to study consumer's psychology and cognition processing. In this study, silhouette of female suits was studied, based on information process theory in cognitive psychology, praxiology experiment with E-Prime, a software applications suits for conducting psychological and neuroscientific experiments, was used to replace traditional questionnaires in Kansei Engineering to calculate the behavior data of subjects. There are three design elements (waist, length and hem) of female suits mentioned in the study. Stimulation samples were pictures of female suits combined with different levels of waist, length and hem size. Sensory word "fashion" was used to be representative one kind of style. The behavior results showed subjects' feeling of fashion are significant influenced and changed regularly with waist, length and hem opening size. The interactions effect of design elements also affected people's cognition in evaluating female suits. Characteristic design elements were confirmed after data analyzed. The results will provide behavior basis to study which design element affect cognition of female suits silhouette and to conclude cognitive neuroscience mechanism in further research. Data results may also provide basis research for evaluation or computer simulation system of fashion design, even product design in other area.