Approach to design knowledge acquisition of brand style based on rough sets

This paper proposes a new approach to acquired the design knowledge of brand style. According to cognitive science, the image words represented customers´ emotion for the product form are collected and extracted broadly and then the product form features were analysed by morphological analysis. Then the evaluation experiments was carried out to distill the brand cognition information which was processed by rough sets as an example of Apple style, so the design knowledge of brand style was obtained and illustrated the method is available and practicable.