基于线索利用理论的产品形象识别研究与应用

发布时间：2018-03-03 01:28

本文选题：线索利用理论　切入点：产品形象线索　出处：《陕西科技大学》2012年硕士论文　论文类型：学位论文

【摘要】：企业形象识别设计一直是企业发展中的重要建设工程，产品形象构建是企业形象识别构架中的重要部分，企业一般通过建立明确的识别特征、完整的视觉形象，形成独特的企业风格来达到引起消费者关注的目的，而产品的形象、质量、功能的好坏，是企业综合水平的直接体现，也是嫁接在企业和消费者之间无形的桥梁，因此产品形象识别线索的运用在企业产品设计的发展过程中起着举足轻重的作用。在我国当下产品市场环境发展空间广阔，有知名的企业但多数都缺乏完整的产品形象，全是依靠低劣广告的轰炸形成的企业知名度，在市场占有的过程中都是市场游击战，哪里有需要就往哪里投放，没有整体识别特征，更谈不上企业战略建设和引导消费的诸多问题了，这是值得我们关注的重要问题。伴随着科技飞速发展，顾客利用产品线索感知产品价值作为企业竞争优势的新动力，已经备受企业和学者们的关注。对启发式线索作为引导消费的作用效果，已经成为全球消费群体关注的热点：地方发展经济一再强调“产品文化建设”，企业的发展也不断宣传“产业灵魂”的重要性，而各大消费群体也把关注的焦点转向于对“产品线索”的感知价值利用，在这种时代发展方向下，那些“线索缺失”甚至是“杂乱”的产品形式容易使人们困惑，产品形象特征也容易被忽视。由此，基于线索利用的产品形象设计也已成为新时代的重点研究课题，本论文研究综合了相关学科的理论思想，提出了产品线索理论概念，进而融合了线索理论、设计心理学、设计形态语义学、设计方法学等的一些重要理念，归纳并完善了一套具有现代社会特点的设计思维和具有应用价值的设计方法。本论文以产品线索理论结构为主线，归纳并总结了基于线索利用理论的产品形象设计原则及设计方法，并结合相关学科的理论知识，针对传统产品形象设计的局限性，进行有效性改良。同时剖析了部分具有线索利用理论的现有产品实例，，以理解产品线索设计方法在产品设计中的运用手段，力求寻找企业产品的延展性、延续性的最佳关系，体现产品线索设计的原则。具体工作有： 1)通过分析传统产品形象设计的特点和局限性，总结归纳了产品形象线索识别的概念、目标和理论基础，以及产品形象线索设计的设计原则及设计方法。 2)研究并分析了产品形象线索设计的设计手段，并对产品线索设计的特征加以阐述。通过几个产品形象识别线索的设计实例，对其设计手段的有效性进行对比分析。 3)将产品形象线索识别的理念与方法应用到实际产品设计中，采用市场调研的方式，验证产品形象线索识别设计思维具有最大人性化特点，具备投放到产品形象开发设计中去的理论基础。
[Abstract]:Enterprise image identification design has been an important construction project in enterprise development, product image construction is an important part of enterprise image identification framework, enterprises generally through the establishment of clear identification characteristics, complete visual image, To form a unique enterprise style to achieve the purpose of attracting consumers' attention, and the image, quality and function of the product is the direct embodiment of the comprehensive level of the enterprise, and it is also an invisible bridge between the enterprise and the consumer. Therefore, the application of product image identification clue plays an important role in the development of enterprise product design. They are all known by the bombing of inferior advertisements. In the process of market occupation, they are all guerrilla warfare in the market. Where there is a need, they are put into the market, and there is no overall identification characteristic. Not to mention a lot of problems of enterprise strategy construction and leading consumption, this is an important issue worthy of our attention. With the rapid development of science and technology, customers use product cues to perceive product value as a new driving force for enterprises' competitive advantage, which has attracted the attention of enterprises and scholars. It has become a hot topic for global consumer groups: the local development economy has repeatedly stressed "product culture construction", and the development of enterprises has continued to propagate the importance of "industrial soul". However, the major consumer groups have also turned their attention to the use of perceived value of "product cues". In the direction of development in this era, the product forms of "lack of clues" or even "clutter" tend to confuse people. As a result, product image design based on clue utilization has become a key research topic in the new era. This paper synthesizes the theoretical ideas of related disciplines and puts forward the concept of product clue theory. Some important ideas such as clue theory, design psychology, design morphology semantics, design methodology and so on are combined, and a set of design thinking with modern social characteristics and design method with application value are summarized and perfected. This paper takes the product clue theory structure as the main line, induces and summarizes the product image design principle and the design method based on the clue utilization theory, and combines the related discipline theory knowledge, aiming at the limitation of the traditional product image design. In order to understand the application of product clue design method in product design, we try to find out the best relationship between product extensibility and continuity of enterprise products, at the same time, we analyze some existing product examples with the theory of cue-use, in order to understand the application of product clue design method in product design. Principles of product clue design. Specific work includes:. 1) by analyzing the characteristics and limitations of traditional product image design, this paper summarizes the concept, goal and theoretical basis of product image clue identification, as well as the design principles and design methods of product image clue design. 2) the design method of product image clue design is studied and analyzed, and the characteristics of product image clue design are expounded. Through several design examples of product image identification clue, the validity of product image clue design method is compared and analyzed. 3) apply the idea and method of product image clue identification to the actual product design, and use the method of market investigation to verify that the design thinking of product image clue recognition has the most humanized characteristic. With the product image development and design to the theoretical basis.
【学位授予单位】：陕西科技大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：TB472

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