围绕品牌核心价值的产品设计研究  

Research on Product Design around Core Values of Brand

作　　者：周海海[1] 王文明[1] 吴讯[1] 

机构地区：[1]南京航空航天大学工业设计研究所,南京210016

出　　处：《价值工程》2010年第33期6-7,共2页Value Engineering

基　　金：江苏省文化科技和艺术科学研究项目;项目编号:07ZC01

摘　　要：区别于视觉识别(VI),提出了通过围绕品牌核心价值的产品设计来塑造和提升品牌识别的观点,然后分析了围绕品牌核心价值进行产品设计的意义。本文给出了三种围绕品牌核心价值进行产品设计的方法:一是塑造显性的产品造型特征;二是塑造隐性的产品造型特征;三是围绕品牌核心价值的功能设计。最后提出了对概念设计结果进行风格检验的方法,只有通过检验的设计才可根据成本和其它限制因素进入到下阶段产品开发,否则便应立刻停止当前的开发进程,及时调整设计策略。Distinguished from visual identity,the standpoint is proposed that the brand identity can be made and promoted through product design revolving around core band values in the article.Then the significance of designing product around core band values is analyzed.The thesis proposed three methods of designing product revolving around core band values： first is to create explicit product form feature;second is to create implicit product form feature;third is function design around core brand values.At last the method of testing the style of concept design is proposed.Only the design that passes the style test can go to next stage of product development according cost and other limits.Otherwise,the product development shall be stopped and the design strategy shall be adjusted.

关 键 词：产品设计 特征 品牌识别 核心价值 

分 类 号：F273[经济管理—企业管理]