本文選題：線索利用理論　切入點(diǎn)：產(chǎn)品形象線索　出處：《陜西科技大學(xué)》2012年碩士論文　論文類型：學(xué)位論文

【摘要】：企業(yè)形象識(shí)別設(shè)計(jì)一直是企業(yè)發(fā)展中的重要建設(shè)工程，產(chǎn)品形象構(gòu)建是企業(yè)形象識(shí)別構(gòu)架中的重要部分，企業(yè)一般通過建立明確的識(shí)別特征、完整的視覺形象，形成獨(dú)特的企業(yè)風(fēng)格來達(dá)到引起消費(fèi)者關(guān)注的目的，而產(chǎn)品的形象、質(zhì)量、功能的好壞，是企業(yè)綜合水平的直接體現(xiàn)，也是嫁接在企業(yè)和消費(fèi)者之間無形的橋梁，因此產(chǎn)品形象識(shí)別線索的運(yùn)用在企業(yè)產(chǎn)品設(shè)計(jì)的發(fā)展過程中起著舉足輕重的作用。在我國當(dāng)下產(chǎn)品市場環(huán)境發(fā)展空間廣闊，有知名的企業(yè)但多數(shù)都缺乏完整的產(chǎn)品形象，全是依靠低劣廣告的轟炸形成的企業(yè)知名度，在市場占有的過程中都是市場游擊戰(zhàn)，哪里有需要就往哪里投放，沒有整體識(shí)別特征，更談不上企業(yè)戰(zhàn)略建設(shè)和引導(dǎo)消費(fèi)的諸多問題了，這是值得我們關(guān)注的重要問題。 伴隨著科技飛速發(fā)展，顧客利用產(chǎn)品線索感知產(chǎn)品價(jià)值作為企業(yè)競爭優(yōu)勢的新動(dòng)力，已經(jīng)備受企業(yè)和學(xué)者們的關(guān)注。對啟發(fā)式線索作為引導(dǎo)消費(fèi)的作用效果，已經(jīng)成為全球消費(fèi)群體關(guān)注的熱點(diǎn)：地方發(fā)展經(jīng)濟(jì)一再強(qiáng)調(diào)“產(chǎn)品文化建設(shè)”，企業(yè)的發(fā)展也不斷宣傳“產(chǎn)業(yè)靈魂”的重要性，而各大消費(fèi)群體也把關(guān)注的焦點(diǎn)轉(zhuǎn)向于對“產(chǎn)品線索”的感知價(jià)值利用，在這種時(shí)代發(fā)展方向下，那些“線索缺失”甚至是“雜亂”的產(chǎn)品形式容易使人們困惑，產(chǎn)品形象特征也容易被忽視。由此，基于線索利用的產(chǎn)品形象設(shè)計(jì)也已成為新時(shí)代的重點(diǎn)研究課題，本論文研究綜合了相關(guān)學(xué)科的理論思想，提出了產(chǎn)品線索理論概念，進(jìn)而融合了線索理論、設(shè)計(jì)心理學(xué)、設(shè)計(jì)形態(tài)語義學(xué)、設(shè)計(jì)方法學(xué)等的一些重要理念，歸納并完善了一套具有現(xiàn)代社會(huì)特點(diǎn)的設(shè)計(jì)思維和具有應(yīng)用價(jià)值的設(shè)計(jì)方法。 本論文以產(chǎn)品線索理論結(jié)構(gòu)為主線，歸納并總結(jié)了基于線索利用理論的產(chǎn)品形象設(shè)計(jì)原則及設(shè)計(jì)方法，并結(jié)合相關(guān)學(xué)科的理論知識(shí)，針對傳統(tǒng)產(chǎn)品形象設(shè)計(jì)的局限性，進(jìn)行有效性改良。同時(shí)剖析了部分具有線索利用理論的現(xiàn)有產(chǎn)品實(shí)例，，以理解產(chǎn)品線索設(shè)計(jì)方法在產(chǎn)品設(shè)計(jì)中的運(yùn)用手段，力求尋找企業(yè)產(chǎn)品的延展性、延續(xù)性的最佳關(guān)系，體現(xiàn)產(chǎn)品線索設(shè)計(jì)的原則。具體工作有： 1)通過分析傳統(tǒng)產(chǎn)品形象設(shè)計(jì)的特點(diǎn)和局限性，總結(jié)歸納了產(chǎn)品形象線索識(shí)別的概念、目標(biāo)和理論基礎(chǔ)，以及產(chǎn)品形象線索設(shè)計(jì)的設(shè)計(jì)原則及設(shè)計(jì)方法。 2)研究并分析了產(chǎn)品形象線索設(shè)計(jì)的設(shè)計(jì)手段，并對產(chǎn)品線索設(shè)計(jì)的特征加以闡述。通過幾個(gè)產(chǎn)品形象識(shí)別線索的設(shè)計(jì)實(shí)例，對其設(shè)計(jì)手段的有效性進(jìn)行對比分析。 3)將產(chǎn)品形象線索識(shí)別的理念與方法應(yīng)用到實(shí)際產(chǎn)品設(shè)計(jì)中，采用市場調(diào)研的方式，驗(yàn)證產(chǎn)品形象線索識(shí)別設(shè)計(jì)思維具有最大人性化特點(diǎn)，具備投放到產(chǎn)品形象開發(fā)設(shè)計(jì)中去的理論基礎(chǔ)。
[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.
【學(xué)位授予單位】：陜西科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：TB472

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