中文摘要：

设计师和用户在形态和意象上的认知差异将对产品造型产生重要的影响．通过对设计中感性意象的分析，基于粗糙集理论提出一种复合设计师和终端用户的意象造型元素辨识方法．在感性意象调查基础上，通过盲目删除属性约筒方法，提取出个性因素与平台因素；将个性因素针对感性意象进行排序，分析设计师与终端用户之间的认知差异，辨识出复合意象的造型元素．以折弯机设计造型为例进行实例研究，结果表明该方法具有很好的适用性，将有效指导产品意象造型设计．

英文摘要：

The cognitive differences in form and image between designers and users will have a great effect on product formation design. By analyzing kansei image in formation design, an identification method of formation elements in complex image of designers and terminal users is presented based on rough set theo- ry. On the basis of the product kansei image survey, the personality factors and the platform factors are extracted with the method of blind deletion of attribute reduction. Then, the formation elements of com- plex image are identified by ordering the personality factors according to kansei image and analyzing. The cognitive differences between designers and terminal users. The formation design of bending machine is taken as an example to conduct actual investigation. It is shown by its result that this method possesses a very good applicability and will effectively guide the product image formation design.