设计DNA在手机产品形象识别中的应用研究

发布时间：2018-06-19 13:08

本文选题：产品形象识别 + 设计DNA　；参考：《山东建筑大学》2014年硕士论文

【摘要】：产品形象是品牌形象的重要组成部分,品牌形象的稳定性有利于维持消费者忠诚度。重视产品设计的延续与创新,对产品形象进行系统化设计己日益成为现代企业设计研究与实践的焦点。APPLE、奥迪、SAMSUNG、无印良品等全球知名品牌都在不断探索如何延续产品形象识别,构建能够反映企业特色或品牌文化特质的产品形象,进而形成纯粹而稳定的品牌形象。然而中国企业在进行新产品形象设计时,很少考虑保持产品间统一而清晰的形象,这也就很难形成品牌风格。在企业产品开发过程中,设计师容易过多地将个人的经验与灵感映射到新产品的设计中去,使企业产品更加缺少家族形象。手机是现代生活不可缺少的产品,经统计,人与手机一天相处多达12小时。我国是手机消费大国,国内手机企业绝大多数处于自主品牌发展初期。企业也只基于市场竞争的考量进行产品的设计,缺乏对产品形象延续化的规划,产品设计就很难形成家族特征,消费者就不会对品牌产生延续性联想和信任,品牌影响力难以为继,企业就很难做到可持续发展。为了让国内手机品牌持续发展,探寻品牌家族特征,进行家族性产品设计成为关键因素。本论文首先分析产品形象与产品形象识别的含义及构成要素、产品的家族性设计DNA的概念,进而分析产品设计DNA在产品形象识别中的表现方式并通过案例进行说明设计DNA的重要性,设计DNA在产品形象识别中的应用进行研究,最终总结设计DNA的提取过程。应用设计DNA提取过程,对优秀品牌的产品形象识别进行分析,然后提取设计DNA,确定所提方式的可用性。以国产小米手机作为研究对象,收集与产品设计相关的各种信息,包括现有产品形象、品牌目标人群、品牌文化特征、品牌营销特征、技术特点等,对小米各系列产品进行分类整理并通过多种研究形式,从视觉识别与理念识别分析产品的视觉特征及企业的意识形态、价值定位,最终确定小米家族遗传设计DNA,在此基础上对设计DNA进行继承性的应用,推导出具有家族特性的新产品,对企业产品形象识别战略的制定提供理论依据。设计DNA在产品形象识别中的应用可宏观把握企业的产品设计,使得产品系统化、条理化,形成产品识别及品牌家族化,由此保证企业产品形象识别设计战略可以长期和稳定的发展。
[Abstract]:Product image is an important part of brand image, the stability of brand image helps to maintain consumer loyalty. Attaching importance to the continuity and innovation of product design, systematic design of product image has increasingly become the focus of modern enterprise design research and practice. APPLE, Audi, SAMSUNG, Wuji and other global well-known brands are constantly exploring how to continue product image identification. Construct the product image which can reflect the characteristics of enterprise or brand culture, and then form a pure and stable brand image. However, Chinese enterprises rarely consider keeping a uniform and clear image among products when designing new products, which makes it difficult to form brand style. In the process of enterprise product development, designers easily map their personal experience and inspiration to the design of new products, which makes the enterprise products lack of family image. Mobile phone is an indispensable product in modern life. According to statistics, people get along with mobile phone for up to 12 hours a day. China is a large mobile phone consumer, most of the domestic mobile phone enterprises are in the initial stage of independent brand development. Enterprises also design products only based on market competition considerations. Without the planning of product image continuity, it is very difficult to form family characteristics in product design, and consumers will not have continuity association and trust in the brand. The brand influence is difficult to sustain, the enterprise is very difficult to achieve the sustainable development. In order to make the domestic mobile phone brand sustainable development, explore the brand family characteristics, family product design become the key factor. This paper first analyzes the meaning and elements of product image and product image identification, and the concept of product family design DNA. Then it analyzes the expression mode of product design DNA in product image identification and illustrates the importance of design DNA through case study. The application of design DNA in product image recognition is studied and the process of extracting design DNA is summarized. By using the process of DNA extraction, the product image identification of excellent brands is analyzed, and then the design DNA is extracted to determine the usability of the proposed method. Taking domestic millet mobile phone as the research object, collecting all kinds of information related to product design, including existing product image, brand target group, brand culture feature, brand marketing feature, technical characteristic, etc. This paper classifies and arranges the series of products of Xiaomi and analyzes the visual characteristics of the products and the ideology and value orientation of the enterprises from the visual recognition and the concept recognition through various research forms. Finally, the Xiaomi family genetic design DNA is determined. On this basis, the inherited application of design DNA is carried out, and a new product with family characteristics is deduced, which provides a theoretical basis for the formulation of the strategy of product image identification. The application of design DNA in product image identification can grasp the product design of enterprise macroscopically, make the product systematization, orderly, form product recognition and brand family, Thus, the design strategy of product image identification can be developed in a long-term and stable way.
【学位授予单位】：山东建筑大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：TB47

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