Product Identity In Product Design

Product Identity (PI) is an effective design method that helps a product forming its differentiation to obtain its ascription of its corporation and its product family, helps the culture of a corporation to obtain the unanimous identification from people. Nowadays, products distinction has been smaller and smaller, the market competition has been extremely intense, so Product Identity, with the product design principle as its core, has been the important strategy to make the corporation obtain its success in the market competition. Actually,from product form design to Product Identity design, it means the differences in design level and design mind. Moreover, what more important is the extension of PI to the design strategy and the culture of a corporation. Therefore, as the result of the development of product design, Product Identity design as a new conception has been a more and more important issue in design subject.Oriented towards product design, this dissertation starts from the discussion about the definition of Product Identity, its character and effects, based on the analysis of Corporate Identity (CI) and Brand Identity (BI).Then this dissertation presents visual identity and individual identity as the identity factors of PI, discussing the respective elements of the two factors. Based on the analysis of market and competition, corporation image, product image and product form gene, the theory system of Mind Identity and Visual Identity for the implementation of PI is presented.Based on the research of the Product Identity system info, this dissertation integrates the PI design project for SANY mixing plant to probe into the PI design method and content for its operation and application. Using the method of questionnaire investigation, image scale and so on, analyzing the products form feature and their style, the Product Identity system of SANY mixing plant is implemented by mind identity orientation and visual identity design. Thus, this dissertation accomplishes the research both in the theory and method of Product Identity design.