设计对消费者品牌认知的影响——以苹果手机为例

The Effects of Design on Consumer's Brand Cognition : A Case Study of iPhone

品牌是消费文化的一种符号化结晶,而设计则是综合运用现代科技成果以及工学、美学、心理学、经济学等知识,对品牌进行整合优化的创新活动。消费文化中的品牌发展必须以消费者为服务对象,运用现代科技成果和美学理念,让消费者更好地接受品牌所赋予的利益。以广受消费者美誉的苹果手机为例,通过分析其极致的外观与智能友好的功能设计,探讨同质化竞争下设计对于消费者品牌溢价认知的重要性。

Brand is a symbolic condensation of consumer culture, while design is the creation activity with the combination of modem science and technology and various kinds of knowledge such as engineering, aesthetics, psychology, and economics to optimize and innovate. As a result, the brand development of consumer culture should be consumer-oriented. With the help of modem science and technology and aesthetic concepts, brands can better serve customers. In this paper, iPhone, the popular fashion choice of consumers, is studied as an example. By analyzing its delicate appearance and smart function design, this paper further discuss the importance of design for consumer＇s brand premium cognition during the homogeneous competitions.