Quantitative Research on Visual Image of Tourist Souvenirs

We propose a research method that combines the analytic hierarchy process, Kansei, and preferences to break through the fixed thinking patterns of the "black box" in cultural and creative products and the current confusion between Kansei and preferences. Firstly, we take Dunhuang regional culture as the object and use the analytic hierarchy process to select representative visual elements as experimental objects and create graphic samples. Secondly, we use the semantic differential and pairwise comparison methods to evaluate Kansei imagery and preferences. Finally, we use correlation and regression to quantitatively analyze the relationship between Kansei and preferences. Based on the scores of each graphic sample, we provide design guidance. The use of scientific graphic representation methods can effectively avoid subjectivity and experiential bias in design, improve the objectivity of cultural image communication in cultural and creative products, quantitatively analyze the connection between visual graphics and user imagery, assist designers in design activities, provide references for cultural and creative product design, and enhance the design added value of cultural and creative products.