Research Of Implemental Process Of Design Positioning

Design positioning as a design strategy, which clarifies the blurry demands, is the guide of design work, and enable designers to work out characteristic products well and truly and rapidly, so as to distinguish themselves from opponents and attract the consumers'attention and shape the advantage of products or brands.This paper aims to grope for the implementation of design positioning, adopts the method of case study, carrying through thorough interviews with representative companies and enterprises engaged in product design, finding out the practical operation process of design positioning, analyzing its formation, investigations before design positioning, implementation, control, fulfillment effect, key factors in the course of design positioning and other related problems.On the basis of documents and case analysis, this paper drew the following conclusions: 1.The implementation of design positioning differs according to manpower and company organization. 2. Design positioning based on product positioning, which is the restricted description of both inner and exterior factors from the view of design. 3. Consumers, competitors and self-analysis are the major investigation orientations before the design positioning. 4. The establishment process of design positioning is fixed model, and the major differences lie in the exertion of design elements, distinguishing because of brand category, individuality and meaning of remarks. The occasions for exertion include long-term positioning strategy and short-term positioning strategy. 5. During the phase of carrying out design positioning, designers transform acquired information to design feeling as embodiment of visual symbols, moreover, considering whether in accordance with the individuality of the enterprise or its product. 6. According to its items, the control of design positioning involves design orientation, opinion offer and management of information communication. 7. The exchange process is a key point for the success of design positioning, including external exchange and internal exchange.