设计战略控制下的产品形象设计

【作者】 李凯；

【导师】 张锡；

【作者基本信息】 南京理工大学 ， 设计艺术学， 2003， 硕士

【摘要】 本文从工业设计基本的角度出发，运用设计的基本方法并引入设计战略的方法，对产品形象设计系统进行系统的分析，并讨论了如何将工业设计的生命力进一步的融入企业的产品开发流程中去，完善的建立一套产品形象设计的框架的可行性与必要性。作者认为产品设计的基本元素是一切设计的源泉，从产品造型语义、色彩语义、消费行为心理等方面对产品形象设计的内涵进行深层次的分析可以有助于我们弄清楚产品形象设计的基本要素和工作的着眼点。同时，在设计战略理论的指导下对产品形象设计的外延进行梳理，将产品本身视为品牌信息的特殊载体，紧扣品牌的概念来讨论其对社会与人文的影响力，可以清楚的看到产品形象系统巨大的应用价值。最终，作者提出需要运用整合的观念将产品形象置于设计战略的控制之下，从而建立一套具有可行价值的产品形象设计体系。 文章首先从理论角度纵向剖析设计的内涵，揭示设计的价值；通过对设计本身和社会经济发展及趋势的分析来重新审视产品形象设计的概念。 其次是通过对工业设计中的基本理论和方法与产品形象设计之间关系分析进行研究。在理论论述中着重运用工业设计中造型语义和色彩语义的分析方法对产品形象系统的建立进行论证，然后将设计元素与品牌的概念进行融合，整合分析产品作为信息载体怎样通过各元素的组合进行形象信息的传达。 然后，将产品形象设计提升到设计战略的高度，统筹的规划产品形象设计系统中内部及外部结构，概念性的提出基于工业设计本身的产品形象设计框架模型。 最后，文章将实际运作的案例作为论据，验证研究结果。更多还原

【Abstract】 From the perspective of industrial design, this paper introduces design strategy, and makes a systematic analysis of product image design system. It tells readers the feasibility and necessity of how to incorporate the productivity of industrial design into product development process of enterprises, and establish a series of frames of product image design.The author views that key elements of product design are the source of design. The deeper analysis of connotations of product sculpt, color semantics and consuming psychology can help us make clear the standpoint of product image design. Meanwhile, under the guideline of design strategy theory, with denotations of product image design being trimmed, product being regarded as the carrier of brand information, and its social and humanitarian influence being discussed, we can see the huge application value of the product image system. Finally, the author proposes that the idea of incorporation should be employed to put product image under the control of design strategy, so that a product image design system that has the feasible value will be set up.First, this thesis theoretically analyzes the connotation of design, and its value. The concept of product image design is reexamined through the analysis of design itself and social and economic development.Second, the thesis makes a study of the relationship between basic theories and methods of industrial design and product image design. In theoretical explanation, the author uses sculpt semantics and color semantics to further support the product image system, and then he melts design elements and brand concept together, introducing how product, as the information carrier, can convey image information.The next part raises product image design to the height of design strategy, systematically plans the inner and outer structure of product image design system, and presents a industrial design-based design frame model.In the last chapter, the paper employs practical cases as proofs to verify the research findings.更多还原