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With the great progress of product development technology, product forms have been greatly enriched by cognitive differences; users and designers have formed a “cognitive friction” phenomenon in the product evaluation process, which results in designers being unable to grasp user emotions accurately and risks of product development failure. This paper aims to balance the cognitive differences between cognitive subjects (users and designers) and evaluates the product image form. First, image entropy is used to evaluate and extract the weight of the product target image. Second, fuzzy Theil entropy is used to evaluate the cognitive friction between cognitive subjects, and its existence and size are visually presented. Then, a cognitive friction balance model is built by combining game theory, the comprehensive evaluation weight between cognitive subjects is obtained, and the product image form is ranked and optimized. Finally, all the research steps are described in the form of a household hair dryer. The results show that fuzzy Theil entropy and game theory have significant advantages in the evaluation and balance of cognitive friction in product design. Thus, the cognitive friction evaluation and balance model constructed from the fuzzy Theil entropy and game theory do not only enable different cognitive subjects to achieve cognitive symmetry, but also screen out product forms that meet the cognitive needs of users. This finding provides the theoretical basis and practical significance for the establishment of a closed-loop model in cognitive friction balance and the reduction of cognitive differences between cognitive subjects in the entire process of product design. It also introduces new ways of thinking and methods for cognitive science research.

Evaluation and Balance of Cognitive Friction: Evaluation of Product Target Image Form Combining Entropy and Game Theory