浅谈隐喻方法在产品形象设计中的应用

The Application of Metaphor Method in Visualize Design of Product

产品形象设计是企业品牌战略不可或缺的重要组成部分,产品形象狭义上是指产品的综合外观,广义的说,产品的形象还包括产品中所包含的企业理念、精神、文化以及品牌的观念。人们对产品的任何理念和外在表现上的认知都构成产品形象的一部分,因此可以说,产品形象是通过人的认知来获得的,而隐喻方法是以消费者的认知心理为基础的一种设计方法,因此在产品设计中,基于人们的认知利用隐喻设计方法来创造和表现产品形象,将为产品形象设计开辟新的道路。

The product identity design is an indispensable portion of the enterprise brand's strategy. The product identity is a comprehensive appearance of product in a narrow sense. In a broad sense, it still includes the enterprise principle, spirit, culture and the concept of brand which are contained by product. The People’s cognition of product’s principle and appearance comprise a part of the product identity. We can say, the product identity is acquired by cognition of people, and the metaphor method bases on the consumer’s cognitive mentality. Thus in the product design, using metaphor design method, based people’s cognition, creates and expresses product identity will develop new road for the product identity design.