Abstract: In order to obtain consumers’ preferences for cultural elements, PAD emotional scale was
used to group the cultural elements according to the pleasure value and emotional state, and then the
brain waves induced by cultural elements with different pleasure were recorded by EEG. Based on the
pleased cultural elements selected by experiment, a set of Shu culture castor was designed. The results
of EEG experiment showed that under the stimulation of the pleased pictures, the average power of left
frontal α wave was significantly lower than that of the right frontal. Under the stimulation of the
unpleased pictures, the average power of the right frontal α wave was significantly lower than that of
the left frontal. Under the stimulation of the pleased pictures, the average power of α wave in the
central region was significantly higher than that under the stimulation of the unpleased pictures. The
study found that according to the theory of frontal alpha asymmetry, the frequency-domain
characteristics of α wave can be used to study the emotional characteristics of users. This method can
help designers to design cultural and creative products so as to meet the perceptual needs of
consumers.

Key words: EEG technology, pleasure arousal dominance, culture and creative, emotion, product design