基于品牌形象的液压挖掘机造型设计

Research on Shape Design of Hydraulic Excavator Based on Brand Image

为了解决工业设计中产品造型的品牌特色问题,提出基于品牌形象的产品造型设计方法,探讨企业品牌形象与产品造型设计的关联性。以液压挖掘机为研究对象开展造型设计研究,根据品牌形象特征定位产品造型意象,开发具有品牌形象特征的产品造型,实现了品牌文化下产品造型设计的可持续创新,并进一步提升产品的市场竞争力和品牌识别性,验证了基于企业品牌形象的产品造型设计方法。

To tackle the issue of brand feature in industrial product shape design, this paper puts forward design approaches based on brand image, and discusses the correlation between corporate brand image and product shape design. Taking hydraulic excavator as the research object and according to the features of brand image for positioning the product shape images, this paper develops product shape with the characteristics of brand image, which achieves the sustainable innovation of product shape design in the field of brand culture, and further enhances the market competitiveness and promotes brand identity. For good measure, it verifies the design method of product shape based on corporate brand image.