汽车品牌造型基因提取及可视化研究

Research on the Extraction and Visualization ofVehicle Brand Form Gene

引入产品品牌造型基因的概念,从品牌造型特征和品牌语义特征两个层面对汽车品牌造型基因进行研究。运用口语分析、访谈和草图分析等方法针对不同角色群体提取了汽车品牌造型基因,并利用贝塞尔曲线、情景板以及语义分化量表等对汽车品牌造型基因进行可视化表达和定量描述。最后以奥迪汽车品牌造型基因提取与表达作为应用案例,证明了该方法的合理性和可行性。

The conception of product brand form gene was introduced and the vehicle product brand form gene was studied with the two aspects： the brand form feature and brand semantic feature Using the protocol analysis,interview method and sketch analysis,the vehicle product brand form genes were extracted from different roles.Then the vehicle product brand form genes were visualized and quantitativly described through the Bezier splines,mood board and semantic differential inventory.Finally,taking the Audi vehicle as an example,the method was proved to be rational and feasible.