Analysis And Research For Product Identity Design Discipline And Its Application In Hisense's Flat-Panel TVs Design

The starting of product identity design research has its profound historical background. With the technical increasingly development, the industrial society is transforming to the information society gradually, the scope of industrial design has tremendously changed from idea to content and so on: The former design category of entity manufactured products design is expanding to a broader one including market, brand, sale, strategy, management, enterprise image and so on. The factors which involves are being also getting more and more. At the same time, as the most effective competition method for enterprises, the strategically system design also has never been paid attention as in today, and it has been promoted to the unequalled strategic location.When designers discuss the industrial design from the product identity design angle, they will not only focus in the general using function or the form semantics, but also attempting surmounting the concept of entity products and synthesizing various knowledge, such as transmission factor of product image, design strategy, brand connection and design management. Product identity design is a new multi-disciplinary overlapping research area, which is rich in practical significance and challenge. This kind of challenge is that how do designers solve the problem in the time of brand economy today——under the global competition background, with using the product identity design method and synthesizing each kind of factor, to choose and continue the appropriate product image language and enhance competition of product, brand, enterprise. The research of product identity design first starts in European and American international leading enterprise, such as Mercedes-Benz, Phillips, Simens, which have formed the product characteristic and the market influence through the theory research and the practice exploration of product identity design, are widespreadly affirmed in field and imitated by others.The essence of product identity design is to design for a brand. Therefore, the research of product identity design may not be separated from development phase of a brand absolutely. Following the growth path of a brand, the development of product identity also starts from lower and develops to higher. The research of product identity design in lower stage will do important guiding to the massive emerging Chinese electrical appliances enterprise such as Hisense Group. The central content of research is to solve the problem of the individual effect and the series effect in product identity base on the analyzing through cognition psychology, product semantics and so on. The individual effect in product identity is to design the brand product image manifest the brand concept and culture, and the series effect is to design series of products of a brand keep each others connection in product image. There are three layers in sensation rule of individual effect to consumers: instinct response in visual physiology, synthesis response in visual psychology, synthesis response in social psychology. After understand this kind of sensation rule, then designers can command general design discipline of individual effect from there aspect including geometric design, color design, material application. Brand product linear extension is the starting point in series effect research, sensation threshold is guarantee for series effect finished. There are two layers in sensation rule of series effect to consumers: synthesis response in visual psychology, synthesis response in social psychology. After understand this kind of sensation rule, then designers can command general design discipline of series effect from two aspect including two layers geometric designs, inheritance of logo and symbolic element. When two kinds of effects are experienced by the consumers clearly, the strategy of brand product identity design can be realized.