面向品牌视觉识别的电动自行车造型设计

Modeling design of electric bicycle based on brand visual identity

为使产品设计符合企业发展的总体规划,使之具有良好的品牌视觉识别性,在产品设计过程中除了深入研究产品的功能和结构,还应综合考虑品牌形象的视觉特征,延续产品族的基因,保证产品设计的系统性。运用感性语义差异法提炼品牌的意象特征,运用正交分析方法对试验数据进行分析,建立品牌意象与产品造型要素的对应关系,确定产品造型设计的形态要素。以某品牌电动车设计为例,证实感性评价方法的可靠性和可行性,为企业的品牌形象设计提供参考。

In order to make the product design accord with the overall planning of the enterprise development and possess good visual identity of the brand, during the process of product design, not only the function anti structure of the product should be studied, but also the visual feature of the brand image should be considered comprehensively, also the gene of product family should be continue and the systematicness of the product design should be guaranteed. The article refined the image characteristic of the brand using kansei semantic differential method, analyzed the experimental data with the help of orthogonal analysis method, established the corresponding relation between brand image and product style elements, and confirmed the form elements of the product style design. Taking the design of a electric bicycle as an example, the reliability and feasibility of the kansei evaluation method were verified, which provides references for brand image design.