「土家織錦」，也被稱為「西蘭卡普」是中國四大織錦之一，是中國傳統織錦文化中的寶貴財富，被列入國家級非物質文化遺產保護名錄。其工藝精巧複雜，製作週期較長，具有很高的收藏價值。但是，近年來「土家織錦」在外來文化文化衝擊和機器化大生產的影響下，消費市場狹窄，傳統的「土家織錦」產品越來越難跟上消費者的審美潮流。如果可以瞭解消費者對於「土家織錦」紋樣的意象喜好心理感受，便可以幫助設計師、藝術創作者及生產廠家更加瞭解消費者的心理，提高設計作品與市場之間的聯結度。「土家織錦」便能更快適應現代市場的審美，達到高效量產，提高市場競爭力，完成傳統產業的轉型。
本研究首先通過查閱文獻整理出最具有代表性的9份紋樣樣本和20個意象形容詞語彙用以編制「土家織錦」紋樣意象喜好度問卷。同時，邀請專家運用型態分析法，分析出「土家織錦」紋樣之五個特徵要素，以及不同特徵要素所包含的21個特徵要素類型。基於形態分析表格，對「土家織錦」特徵元素進行模糊層級分析後發現：中心紋樣類型 (Feature C)的模糊權重值最大，表示在五個特徵中最重要，第二位是框架類型 (Feature A)，第三位是框架層級 (Feature B)，第四位是中心紋樣佈局類型 (Feature D)，模糊權重值最低的特徵是間隙紋樣類型 (Feature E)。同時，運用多變量變異數分析，分析出五個特徵元素及其對應的特徵類型所顯著影響的「土家織錦」紋樣形容詞意象語彙，並結合意象雷達圖直觀展現「土家織錦」紋樣關於五個特徵要素的形容詞意象偏好，幫助「土家織錦」紋樣設計師在針對不同特徵進行設計時可以充分考慮到消費者的心理感受及意象偏好，選擇適合的特徵類型進行整合設計，產出更加適合消費者審美的紋樣。由MANOVA分析結果可知，「土家織錦」紋樣的框架類型主要會對：「典雅的/豪邁的」，「整齊的/雜亂的」，「嚴肅的/活潑的」， 「幾何的/曲線的」和「柔和的/陽剛的」之意象產生顯著性影響；「土家織錦」紋樣的框架層級主要會對：「典雅的/豪邁的」，「傳統的/現代的」之意象產生顯著性影響；「土家織錦」紋樣的中心紋樣類型主要會對：「傳統的/現代的」，「地域的/普遍的」，「宗教的/世俗的」， 「典雅的/豪邁的」，「連續的/斷
開的」和「嚴肅的/活潑的」 之意象產生顯著性影響；「土家織錦」紋樣的中心紋樣佈局類型主要會對：「裝飾的/樸素的」，「宗教的/世俗的」，「幾何的/曲線的」和「嚴肅的/活潑的」之意象產生顯著性影響；「土家織錦」紋樣間隙裝飾紋樣類型主要會對：「地域的/普遍的」，「豐富的/單一的」，「傳統的/現代的」， 「連續的/斷開的」和「典雅的/豪邁的」之意象產生顯著性影響。
在實驗驗證階段共分為兩次驗證實驗。第一次驗證實驗邀請專家在67個樣本中選擇最具代表性8個樣本，分發問卷32份。將模糊綜合評判與問卷統計加總分析的結果進行對比後發現準確率為62.5%。樣本 5、樣本 6、樣本 7效果最佳 ( 誤差百分比 < 5%); 樣本 1、樣本 2 、樣本 3、樣本 4 效果次佳 ( 5% <誤差百分比 < 15%) ;樣本 8 的誤差率最大(42.297 % )。樣本 4的誤差較大，誤差出現可能是因為樣本灰度變化和明暗對比讓樣本增加了排列方向性，另外紋樣元素的疏密關係可能也可能導致喜好度預測的不準確性。因此，第二次驗證實驗中，研究者基於型態分析表選出高、中、低三個不同隸屬度的「土家織錦」特徵元素進行整合繪製，得出三個驗證樣本，結合模糊層級分析與模糊綜合評判分析，計算出三個驗證樣本之喜好度排序。整合三個驗證樣本製作喜好度問卷，共回收問卷95份，問卷的統計結果與模糊綜合評判得出的喜好度排序相一致( 準確率為100% )。通過計算誤差百分數，三個樣本依然存在一定誤差。探究誤差產生的原因可能是因為消費者對於三個樣本的喜好度極端值有不同感受；另外樣本特徵元素的疏密關係也可能產生實驗誤差。總體而言，從驗證樣本的實驗驗證結果來看，在考慮一定誤差的情況下，如果樣本本身的區別度足夠大時，可以為設計師提供一定的設計喜好度參考。
本研究建立了「土家織錦」紋樣之五個特徵與意象喜好度之間的關聯，幫助設計師基於消費者不同的意象偏好篩選適合的特徵類型元素。這種方法可以幫助設計師和相關廠商更有針對性的設計「土家織錦」紋樣產品，更加貼近消費者的意象与喜好，設計出更符合市場需求的「土家織錦」紋樣產品。

"Tujia Brocade" is one of the four famous brocades in China, and it is also known as "Xilankapu". "Tujia Brocade" has excellent art accomplishment and represented distinctive features that can carry forward the national culture and spirit deeply. However, the impact of foreign culture and large-scale machine-made production on "Tujia Brocade" have made the consumption market of "Tujia brocade" become narrow; The traditional "Tujia brocade" products are more and more difficult to keep up with the aesthetic trend of consumers. If the data of consumers’ images can be collected before commercialization, the commodity orientation that conformed to the specific crowds may improve the core competitiveness of "Tujia Brocade" products (Yuan, 2014). Once the image demands of consumers were satisfied, "Tujia Brocade" would have more opportunities to go through sales difficulties.
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 ("framework type"; "framework level"; "main pattern type"; "main pattern layout type"; "filling pattern type") and corresponding feature types of "Tujia Brocade". The weight values of the five features of "Tujia Brocade" were (0.258, 0.128, 0.440, 0.110, 0.063) through the fuzzy hierarchical analysis (FAHP). Then, the image of each feature type was calculated based on the multivariate analysis of variance (MANOVA). The image tendency of each feature type was showed clearly based on the image radar map; These radar maps can help designers fully consider the consumer's psychology to select suitable feature types. The results of MANOVA showed that five features of "Tujia Brocade" could have a significant influence on the 20 vocabulary images. For example, Feature A (framework type) of "Tujia Brocade" may influence the images of "elegant/heroic", "regular/wild", "serious/lively", "geometric/curvilinear", and "soft/masculine". The Feature B (framework level) of "Tujia Brocade" may influence the images of "elegant/heroic" and "traditional/contemporary". The Feature C (main pattern type) of "Tujia Brocade" may influence the images of "traditional/contemporary", "regional/public", "religious/secular", "elegant/heroic", "continuous/interruptible", and "serious/lively". The Feature D (main pattern layout type) of "Tujia Brocade" may influence the images of "decorative/simple", "religious/secular", "geometric/curvilinear", and "serious/lively". The Feature E (filling pattern type) of "Tujia Brocade" may influence the images of "regional/public", "abundant/single", "traditional/contemporary", "continuous/interruptible", and "elegant/heroic".
There are two validation experiments in this study. In the first validation experiment, 8 representative samples were selected from 67 "Tujia Brocade" samples. There were 32 questionnaires were collected in the first validation experiment. The accuracy of the fuzzy comprehensive evaluation was 62.5%. The accuracy rates of sample 5, sample 6 and sample 7 is great (<5%). The accuracy rates of sample 1, sample 2, sample 3, and sample 4 are relatively great (5%< error rate <15%). Sample 8 has the largest error rate among the nine samples (42.297%). The difference between grayscale and lightness can construct the orientation of the arrangement of samples (sample 2; sample 4; sample 8). Also, the density of pattern elements may lead to an inaccurate prediction of preference. The second validation experiment selected three "Tujia Brocade" samples. These samples integrated feature types from the morphological matrix. There were 95 questionnaires were collected in the second validation experiment. The results of statistical verification were consistent with that of the fuzzy comprehensive evaluation of validation samples (100%). The error rates of the preference of second validation samples were 21.367% (Sample 1), 66.361% (Sample 2), 12.272% (sample 3) respectively because consumers may have different feelings about the extreme value of the three samples' preference and the density of the feature types can result in the errors.
This study investigated the relationship between the images and the feature types of "Tujia Brocade". The research can provide references for designers and relevant manufacturers to understand consumers' preferences and help "Tujia Brocade" to update and renovate.

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