Combining Users’ Cognition Noise with Interactive Genetic Algorithms and Trapezoidal Fuzzy Numbers for Product Color Design

Product color plays a vital role in shaping brand style and affecting users’ purchase decision. However, users’ preferences about product color design schemes may vary due to their cognition differences. Although considering users’ perception of product color has been widely performed by industrial designers, it is not effective to support this activity. In order to provide users with plentiful product color solutions as well as embody users’ preference into product design process, involving users in interactive genetic algorithms (IGAs) is an effectual way to find optimum solutions. Nevertheless, cognition difference and uncertainty among users may lead to various understanding in line with IGA progressing. To address this issue, this study presents an advanced IGA by combining users’ cognition noise which includes cognition phase, intermediate phase, and fatigue phase. Trapezoidal fuzzy numbers are employed to represent uncertainty of users’ evaluations. An algorithm is designed to find key parameters through similarity calculation between RGB value and their area proportion of two individuals and users’ judgment. The interactive product color design process is put forward with an instance by comparing with an ordinary IGA. Results show that (1) knowledge background will significantly affect users’ cognition about product colors and (2) the proposed method is helpful to improve convergence speed and evolution efficiency with convergence increasing from 67.5% to 82.5% and overall average evolutionary generations decreasing from 18.15 to 15.825. It is promising that the proposed method can help reduce users’ cognition noise, promote convergence, and improve evolution efficiency of interactive product color design.