A Cognition Study of Cultural Product Design Based on Q-Method

With the improvement of people’s spiritual pursuit, this study focuses on cultural products gradually emerging in China and other countries, as more people are engaged in the design and theoretical study of cultural products. The factors that can affect the product design of cultural creations are very diverse, and these factors should be fully considered in the design process. According to CNKI, there are more than 2,000 academic papers on the design of cultural products, almost half of these papers are based on personal practice to conduct qualitative research or summarize their own experiences, which is so subjective that their influence and referential value are also limited. The purpose of this study is to refine the types of consumers’ cognition of cultural products, analyze the consumption tendency of every types. The method and process is to collect and analyze questions by the expert group based on Q-method while selecting 33 questions as Q-sample. The P-sample (39 persons) related to cultural products are interviewed with Q-sample, and 39 groups of valid data are obtained. In order to avoid subjective assumptions and improve the objectivity and referential value of this study, QUANL PC is used to analyze the data, and consumers’ cognition are divided into four types with their own core impact factors. Finally, the cognition types are sorted out combined with existing cases, and their impact factors are analyzed by data and qualitative research. The conclusion is that consumers’ cognition of cultural products can be divided into four types, which have their core impact factors. This study provides exemplary cases, design direction and theoretical reference for design, finally provides basic research for exploring cultural value and commercial application of cultural products.