Ma Yanqing, director of ideological works, said that at present, a new generation of young people put their feelings in an unprecedented position, and their lifestyles and emotional demands are constantly changing, but what remains unchanged is that they will listen to their inner voices over and over again, examine their current emotions and pursue their ideal self. Only by exploring people's emotional demands and values hidden under the iceberg can we touch the essence through phenomena and weave a forecast for the future.
Shi Xiaoxi, a judge of Japan's G-Mark Design Award and a well-known industrial designer, also agrees with this sentiment. He believes: "From products to space to all aspects of life, when designers not only focus their imagination on specific items, the extension of imagination will bring us more full emotional interaction and innovative experience." Wu Weiqiang, on the other hand, analyzed China's automobile design experience for three times: imitation, following and surpassing. The evolution of Chang 'an design is the epitome of the changes of China automobile design. From "used car" to "new car", China Design is showing its strength to the world.
Finally, Mi Mengdong, general manager of Changan Automobile Design Institute and chairman of Changan European Design Center, gave a keynote speech, sharing how automobile design can satisfy users' emotions and create a "sense of place" and emotional design in the digital society. He proposed: "The perfect integration of sensory design, emotional changes and car space makes users feel at your fingertips, which is the core of future design." —— VIIA, the world's first forward-looking concept car newly released by Changan, is the best interpretation of sensory design.
After the keynote speech, the guests discussed the "emotional space" and discussed how to integrate emotional design with user perception. How to build the emotional space in the car? " And other issues expressed their views.
Su Yonggang, vice chairman of China Fashion Designers Association, said: "No matter any design or product, users' most direct feelings should first meet their psychological needs. Just like clothes, hanging in the window and wearing them on your body are two completely different experiences. Design should be able to feel this demand and design according to this logic to meet the different experiences of users. At the same time, it can continuously enhance the forward-looking and futuristic design, thus presenting a design that keeps pace with the times. "
Ma Yanqing is more concerned about the needs of users under the iceberg. He gave an example. When he cooperated with Chang 'an last year, he found in the survey that users like to play script killing. Is it possible to do some interactive entertainment games or ways in the car to satisfy everyone? That is, to return to the user's needs under the iceberg and find the feelings that users expect, rather than being limited to some performances or pain points that they see at the moment, can better communicate their emotions logically.
Shi Xiaoxi pointed out that the key to automobile design is to get rid of the concept of "just a means of transportation". As an emotional space, the car can really be extended. Now several forces are doing this, such as Changan Automobile, some new forces and some science and technology industries are also designing from the emotional point of view, so the emotional space in the future should be the interaction of various fields.
Tian, deputy general manager of Changan Automobile Design and Research Institute, shared some stories of Changan design. He will now record the voice of the child in the car as a voice prompt in the car. Sometimes he works too late and can hear the children's voices in the car. It is the feeling of home, and it is easy to hit the soft place inside. Another example is light. Different light energy in the room affects the mood, so does the car. There are also smells and sounds, which will give users different perceptions.
People's emotions come from many details, and the sound, taste, picture and so on in the car will form or evoke memories. Nowadays, the user's mood is very important, which is a deeper connection between him and the car. "Changan Automobile is in its infancy and hopes to bring more emotional memory management to users in the future. Of course, in the process of practice, we also need some physical means to express our emotions. This is a truly successful design. " Tian said to him.
At the salon, "interior design should pay attention to the self-awareness of users and the relationship between people and cars." "It is the common proposition of the guests, and it is also the original intention of Changan Automobile to build an emotional space in the car based on scene migration and interaction.
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