Co-brand strategy of evaluation of visual images in furniture design: Jimmy S.P.A. and Strauss as examples

Tien-Li Chen; Fang-Ming Pan; Jen-Hui Tsai

doi:10.1117/12.2010124

14 March 2013 Co-brand strategy of evaluation of visual images in furniture design: Jimmy S.P.A. and STRAUSS as examples

Tien-Li Chen, Fang-Ming Pan, Jen-Hui Tsai

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Proceedings Volume 8768, International Conference on Graphic and Image Processing (ICGIP 2012); 87687J (2013) https://doi.org/10.1117/12.2010124
Event: 2012 International Conference on Graphic and Image Processing, 2012, Singapore, Singapore

Abstract

This study aimed to investigate the correlation of the image associated by the design Co-Brand (Jimmy S.P.A. and STRAUSS) and the impression perceived by subject of viewers. Visual images were used to examine the merit of the evaluation. The best result is provided using an object as an appropriate evaluation method. There are a lot of factors which influence to evaluation of a design. This study is limited to distinguish the appearance from Jimmy’s picture books transform furniture and so on. Co-Brand of Jimmy S.P.A. and STRAUSS is not easy because there are not from the same cultural, and industry background and applying different marketing strategy, it is a way to combine the two brands by designing, used questionnaire of SD (Semantic differential evaluation) evaluation method to test out the perception of viewers, the objective of this study is to investigate and appraised the Co-Brands use by of the image in furniture from patrons. SD evaluation result showed, if design cannot understand the perception image of Jimmy S.P.A and STRAUSS with viewers mind, furniture design also can’t transmit feeling with design.

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Tien-Li Chen, Fang-Ming Pan, and Jen-Hui Tsai "Co-brand strategy of evaluation of visual images in furniture design: Jimmy S.P.A. and STRAUSS as examples", Proc. SPIE 8768, International Conference on Graphic and Image Processing (ICGIP 2012), 87687J (14 March 2013); https://doi.org/10.1117/12.2010124

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KEYWORDS

Visualization

Image visualization

Neodymium

Image processing

3D image processing

Manufacturing

Product engineering

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