品牌特征到产品造型的映射研究  

The Mapping from Brand Features to Product Form

作　　者：余从刚[1] 朱璐莎[1] 

机构地区：[1]湘潭大学,湘潭411105

出　　处：《包装工程》2014年第16期1-4,9,共5页Packaging Engineering

基　　金：国家973科技计划(2010CB328001)

摘　　要：目的实现品牌特征到产品造型的映射。方法通过模型构成法和特征层级传递法,基于格式塔和认知理论,对品牌特征要素和产品构成要素的关系进行分析。结论要实现品牌特征到产品造型的映射,产品理念是映射的重要节点,而产品理念中文化层到语义层的特征映射是基础,语义特征到造型特征的映射是关键。基于语义层提炼出核心语义,通过核心语义归纳出产品造型的整体特征,利用图像的相似性得出造型的部件特征和细节特征等,在认知的框架下实现语义特征到造型特征的一致性表达,构建出品牌特征到产品造型的映射关系,对企业品牌的塑造和产品造型的品牌表达具有借鉴意义。Objective Realize the mapping from brand features to product form. Methods By model constituted law and the characteristics level transfer method, and based on Gestalt and cognitive theory, it analyzed the relationship between the brand identity elements and elements of the product composition. Conclusion To achieve the brand feature mapping to product form, product concept is an important node, in product concept cultural characteristics layer to the semantic layer mapping is based, and semantic feature to shape features is the key.Based on the semantic layer to extract the core semantic, it summed up the overall characteristics of the product from the core semantic, using image similarity features obtained details of the shape and components of characteristics, in the framework of cognitive achieved the consistency expression of semantic features and shape features, built a mapping from brand identity to the shape of product, which has reference to building the corporate brand and expression of product form.

关 键 词：品牌 造型 映射 特征 

分 类 号：TP391.72[自动化与计算机技术—计算机应用技术]