基于品牌视觉语言机床产品形象设计.PDFVIP

包 装 工 程 第 39 卷 第 16 期 118 PACKAGING ENGINEERING 2018 年 8 月 基于品牌视觉语言的机床产品形象设计 殷晓晨，卢庞蓉，胡登，陈佩琳，秦一川 （合肥工业大学 建筑与艺术学院，合肥 230000 ） 摘要： 目的 针对当前国内数控机床产品严重同质化的现状提出改进办法。方法 调研后，归纳、总结了 国内外优秀机床的产品形象设计方法。结论 在产品形象设计的过程中应首先确认企业的核心价值观， 之后结合市场环境与企业条件确定品牌定位，提出基本的设计原则，最后从产品的色彩、造型、材质、 标志、细节要素等方面总结出具体的设计规律，以体现企业的核心价值观、品牌定位、设计原则，并使 产品形象外化为企业文化。 关键词：视觉语言；产品形象；家族化；特征形；识别度 中图分类号：TB472 文献标识码：A 文章编号： 1001-3563(2018)18-0118-06 DOI ：10.19554/j.cnki.1001-3563.2018.18.023 Machine Tool Product Image Design Based on Brand Visual Language YIN Xiao-chen, LU Pang-rong, HU Deng, CHEN Pei-lin, QIN Yi-chuan (School of Architecture and Arts, Hefei University of Technology, Hefei 230000, China) ABSTRACT: The work aims to propose improvement approaches regarding the current situation that domestic CNC products are seriously homogeneous. After investigation, the design methods for product image of excellent machine tools at home and abroad were summarized. In the process of product image design, the core values of the enterprise should be confirmed firstly, and then the brand positioning was determined by combining the market environment with the enter- prise conditions to put forward the basic design principles. Finally, the specific design rules were summarized from the aspects of product color, modeling, material, logo, details and other elements, so as to reflect the enterprises core values, brand positioning and design principles, and enable the product image to be externalized as corporate culture. KEY WORDS: visual language; product image; familization; characteristic shape; recognition degree 随着科学技术的发展，不同品牌的商品在功能、 产品形象设计方法，以提高企业的产品设计能力，提 技