基于产品族DNA的汽车品牌前脸造型基因研究

Study on the Front Face Modeling Gene of Automobile Brand Based on Product Family DNA

将产品族DNA概念引入汽车前脸造型设计中,为汽车品牌在特定造型意象定位下找到相对应的造型基因,增强造型特征与造型意象之间的匹配度,提升造型特征传递过程中用户对造型意象的认知度。研究选取宝马品牌历代3系车型前脸造型作为产品族研究样本,在理性视角下运用眼动实验和形态分析法对样本前脸造型特征进行可视化表达并提取汽车前脸显性造型特征,在感性视角下运用专家分析法和语义差异法推导出样本前脸造型特征所传达的隐性造型意象。通过多元回归分析建立汽车前脸显性造型特征和隐性造型意象在品牌产品族DNA中映射模型,探索性地提出基于基因理论的汽车产品族前脸造型基因设计策略,为其他汽车品牌前脸造型设计提供一种新的参考方法。

The concept of product family DNA is introduced into the modeling design of automobile front face to find corresponding modeling genes for automobile brands under specific modeling image positioning,enhance the matching degree between modeling features and modeling images,and improve users awareness of modeling images in the process of modeling feature transmission.Study selected BMW brand in three system models before the face of modelling as a sample of product family,in the rational perspective using the eye movement experiment and morphological analysis to the sample before face shape characteristics of visual expression and extract the car before the face of dominant feature modelling,the perceptual perspective is deduced by applying the method of expert analysis and semantic differences before sample face modelling characteristics conveys the hidden image shape.Through multiple regression analysis,a mapping model of dominant and recessive modeling image of automobile front face in the DNA of brand product family was established,and an exploratory design strategy of automobile front face modeling gene based on gene theory was proposed to provide a new reference method for other automobile brand front face modeling design.