摘要
产品识别(PI)是产品获得归属感和家族感,企业文化获得认同感的有效设计手段之一。本文对PI概念及其组成要素进行归纳,具体从市场及竞争认知与分析、企业意象、产品意象、产品造型基因四个方面提出PI的构建模式。从产品设计的角度出发,初步探讨产品识别(PI)设计的理论框架。
Product identity is an effective design method that helps a product to obtain its ascription and helps an enterprise to win its self-identity.This paper analyzed the conception of product identity and its component factors,established the mode for product identity at the levels of general research,corporation image,product image and product form gene. From the point of product design,this paper discussed the theory of product identity design for further research.
关键词
产品识别
企业意象
产品意象
产品造型基因
product identity,corporation image,product image,product form gene