Preliminary Study On Methodology Of Product Identity

This paper comments itself to the research of the methodology on Product Identity. It starts from the definition of a series of related basic concepts, including the history, definition and implementation of PI. After that, it tries to explain and demonstrate the work mechanism and theory behind from perspective of consumption theory, psychology and recognition etc. With practise of the author, the paper also dissertates the fundamentals of PI methodology and comprehensive operation process.The paper takes PI as critical component of brand identity system as well as expression of brand image in product level. Through product design as a tool, the enterprise should establish the unique and extensive brand image on the product. With PI, a link based on value could be built to tie the consumer with enterprise closely. A comprehensive PI system includes three parts: 1, Core: design philosophy and design language. 2, Extension 3, Management. PI is a systematic company behavior beyond conventional product design as well as a consistent process , the company need continuously invest on PI to ensure compliance with high level strategy and general trend of external environment.PI is a new type, brand-based design practice, need coordinated with appropriate methodology beyond conventional one. The familiarity to essence of PI is the very necessary pre condition of better understanding and application of PI methodology. Essentially PI strengthens the connection between consumer and company from perspective of value. Three typical values could be brought: Functional value, Rational value, Emotional value. PI can do well in emotional value. By the given language and symbols, PI effectively transfer the value embodied to meanings familiar to consumers. With incessantly repeats, PI communicate brand value along space and time, maintaining the connection with consumers.Various design methodology comes from practise under various period and context, so as PI methodology. PI methodology could be seen the application on product of the brand design methodology- Mastervision, which tries to involve all brand related items and behaviors with shared principles and operation platform.Mastervision is a typical application case of 4D methodology, which is a informed process and developed by Fitch. Combined with an actual PI project, the paper detailedly describes the implementation process of PI.