Application of Choquet Integral-Importance-Performance Analysis and TOPSIS Methods in Approaching the Preference Factors of Calligraphy and Seal Engraving Imagery

Abstract

Classical Chinese characters, presented through calligraphy, seal engraving, or painting, can exhibit different aesthetics and essences of Chinese characters, making them the most important asset of the Chinese people. Calligraphy and seal engraving, as two closely related systems in traditional Chinese art, have developed through the ages. Due to changes in lifestyle and advancements in modern technology, their original functions of daily writing and verification have gradually diminished. Instead, they have increasingly played a significant role in commercial art. This study utilizes the Evaluation Grid Method (EGM) and the Analytic Hierarchy Process (AHP) to research the key preference factors in the application of calligraphy and seal engraving imagery. Different from the traditional 5-point equal interval semantic questionnaire, this study employs a non-equal interval semantic questionnaire with a golden ratio scale, distinguishing the importance ratio of adjacent semantic meanings and highlighting the weighted emphasis on visual aesthetics. Additionally, the study uses Importance-Performance Analysis (IPA) and Technique for Order Preference by Similarity to Ideal Solution (TOPSIS) to obtain the key preference sequence of calligraphy and seal engraving culture. Plus, the Choquet integral comprehensive evaluation is used as a reference for IPA comparison. It is hoped that this study can provide cultural imagery references and research methods, injecting further creativity into industrial design.