基于品牌DNA的情感化产品开发设计研究

RESEARCH ON EMOTIONAL PRODUCT DEVELOPMENT AND DESIGN BASED ON BRAND DNA

深入挖掘品牌基因特征,将品牌元素融入到新产品的开发当中,实现对品牌基因的传承和延续,为品牌企业产品的创新设计提供思路。以Artmi品牌女包为例进行研究,提炼品牌理念和DNA元素,紧扣品牌基因的造型、色彩、工艺等关键特征,从情感化的角度切入实现对女包的新产品开发设计。得到既具有品牌特性,又具有情感个性的系列新产品。倡导我国企业走设计创新和品牌建设发展之路,强调产品开发设计应充分挖掘产品的功能性、情感性、审美性和品牌个性。

Mining brand gene characteristics,the brand elements into the development of new products,the realization of the brand gene inheritance and continuity,brand handbags for enterprises to provide innovative design ideas.Take Artmi brand women’s bag as an example to study and refine brand concept and DNA elements,from the emotional point of view to achieve the new product development and design of women’s bags,considering key features of brand gene,such as shape,color,technology,etc.A series of new products of "summer grass flowing fluorescent" were designed.To advocate the design innovation and brand building development of enterprises in our country,it is emphasized that product development and design should fully tap the functionality,emotionality,aesthetics and brand personality of the product.