大型机械设备外观特征分析与研究设计

Analysis on Exterior Design of Large—Scale Mechanical Engineering Equipment

在产品日趋同质化,市场竞争异常激烈的今天,企业的形象识别和产品识别已成为企业竞争的重要手段。从市场竞争需求和企业形象的塑造上来讲,既需要产品的视觉外观能正确地传达企业形象,还需要其产品外观具有自身特色,具有一定的识别性,给消费者留下深刻印象。本文通过对某大型机械设备企业和市场用户的调研分析,获取企业的意向,从产品外观设计流程视角出发,以大型机械设备的造型特征、色彩、材料、涂装等视觉元素的分析为切入点,以企业的内部意象为指导、外部意象为参考,完成对产品的外观识别性构建。

With intensifying competition,product distinction has becoming negligible.Corporate Imagine and Product Identity have become very important to help corporations to stay competitive.Unique product exterior designs are essential for companies to establish corporate image and build recognition for consumers to distinguish their products from competitors.This article is based on study and analysis of a large-scale mechanical engineering equipment company and its targeted marketing end users.The exterior recognition design of the product was accomplished through analysis of the company's intention for CI as well as product exterior design process,which takes into consideration of key design elements,such as structure color material and coating.The design has also incorporated the company's internal CI guidance and reference of exterior image.