本文選題：產(chǎn)品形象識別 + 設(shè)計DNA　； 參考：《山東建筑大學(xué)》2014年碩士論文

【摘要】：產(chǎn)品形象是品牌形象的重要組成部分,品牌形象的穩(wěn)定性有利于維持消費(fèi)者忠誠度。重視產(chǎn)品設(shè)計的延續(xù)與創(chuàng)新,對產(chǎn)品形象進(jìn)行系統(tǒng)化設(shè)計己日益成為現(xiàn)代企業(yè)設(shè)計研究與實(shí)踐的焦點(diǎn)。APPLE、奧迪、SAMSUNG、無印良品等全球知名品牌都在不斷探索如何延續(xù)產(chǎn)品形象識別,構(gòu)建能夠反映企業(yè)特色或品牌文化特質(zhì)的產(chǎn)品形象,進(jìn)而形成純粹而穩(wěn)定的品牌形象。然而中國企業(yè)在進(jìn)行新產(chǎn)品形象設(shè)計時,很少考慮保持產(chǎn)品間統(tǒng)一而清晰的形象,這也就很難形成品牌風(fēng)格。在企業(yè)產(chǎn)品開發(fā)過程中,設(shè)計師容易過多地將個人的經(jīng)驗(yàn)與靈感映射到新產(chǎn)品的設(shè)計中去,使企業(yè)產(chǎn)品更加缺少家族形象。 手機(jī)是現(xiàn)代生活不可缺少的產(chǎn)品,經(jīng)統(tǒng)計,人與手機(jī)一天相處多達(dá)12小時。我國是手機(jī)消費(fèi)大國,國內(nèi)手機(jī)企業(yè)絕大多數(shù)處于自主品牌發(fā)展初期。企業(yè)也只基于市場競爭的考量進(jìn)行產(chǎn)品的設(shè)計,缺乏對產(chǎn)品形象延續(xù)化的規(guī)劃,產(chǎn)品設(shè)計就很難形成家族特征,消費(fèi)者就不會對品牌產(chǎn)生延續(xù)性聯(lián)想和信任,品牌影響力難以為繼,企業(yè)就很難做到可持續(xù)發(fā)展。為了讓國內(nèi)手機(jī)品牌持續(xù)發(fā)展,探尋品牌家族特征,進(jìn)行家族性產(chǎn)品設(shè)計成為關(guān)鍵因素。 本論文首先分析產(chǎn)品形象與產(chǎn)品形象識別的含義及構(gòu)成要素、產(chǎn)品的家族性設(shè)計DNA的概念,進(jìn)而分析產(chǎn)品設(shè)計DNA在產(chǎn)品形象識別中的表現(xiàn)方式并通過案例進(jìn)行說明設(shè)計DNA的重要性,設(shè)計DNA在產(chǎn)品形象識別中的應(yīng)用進(jìn)行研究,最終總結(jié)設(shè)計DNA的提取過程。應(yīng)用設(shè)計DNA提取過程,對優(yōu)秀品牌的產(chǎn)品形象識別進(jìn)行分析,然后提取設(shè)計DNA,確定所提方式的可用性。以國產(chǎn)小米手機(jī)作為研究對象,收集與產(chǎn)品設(shè)計相關(guān)的各種信息,包括現(xiàn)有產(chǎn)品形象、品牌目標(biāo)人群、品牌文化特征、品牌營銷特征、技術(shù)特點(diǎn)等,對小米各系列產(chǎn)品進(jìn)行分類整理并通過多種研究形式,從視覺識別與理念識別分析產(chǎn)品的視覺特征及企業(yè)的意識形態(tài)、價值定位,最終確定小米家族遺傳設(shè)計DNA,在此基礎(chǔ)上對設(shè)計DNA進(jìn)行繼承性的應(yīng)用,推導(dǎo)出具有家族特性的新產(chǎn)品,對企業(yè)產(chǎn)品形象識別戰(zhàn)略的制定提供理論依據(jù)。設(shè)計DNA在產(chǎn)品形象識別中的應(yīng)用可宏觀把握企業(yè)的產(chǎn)品設(shè)計,使得產(chǎn)品系統(tǒng)化、條理化,形成產(chǎn)品識別及品牌家族化,由此保證企業(yè)產(chǎn)品形象識別設(shè)計戰(zhàn)略可以長期和穩(wěn)定的發(fā)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.
【學(xué)位授予單位】：山東建筑大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：TB47

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本文編號：2039993