A research on the image system of “Tujia Brocade” feature types

The study designed the image questionnaires based on nine representative samples and 20 adjective images of Tujia Brocade. Also, the morphological matrix was achieved through the focus group. The morphological matrix includes five features and corresponding feature types of Tujia Brocade. Then, the image of each feature type was calculated based on the multivariate analysis of variance (MANOVA). The image system of Tujia Brocade feature types was constructed. The analysis results showed that five features of Tujia Brocade could have significant influence on the different vocabulary images. This study investigated the relationship between the vocabulary images and the feature types of Tujia Brocade. The study can provide references for designers and relevant manufacturers to understand consumers’ psychology and help Tujia Brocade to update and renovate.