Product Image Recognition System

Since China entered the World Trade Organization (WTO), the market competition environment and the competitive pressure which enterprises face to are becoming more complex and stronger. Along with the development of science and technology, the same kind of products tends to be "homogeneous", that is to say the technology, functions and qualities of the products are almost the same. In this case the product image may decide whether consumers would like to buy this product. Therefore the competition among enterprises is changing from the function, quality and price to the image of the product.The certain product image ought to have its personality and style which can reflect the enterprise's culture, and it's forming depends on the mind and efforts of the enterprise. Good and unique product image will attract consumers to buy and bring them pride and trust in the course of using it, so the consumers will easily become this brand's loyal users. Therefore if enterprises want to enhance their competitiveness, they should unify the image of the products through the design and planning systematically. The established unified image would be distinguished from other similar products in the market even if the logo has been removed.At first part of this thesis, the relation between product image and corporate image was analyzed. At the same time, the relation between product image and brand was discussed. According to extensive literature and the analysis of samples, the author discussed the design of product image from the systematic visual angle and proposed that "Product Identity System" (PIS) should consist of "Product Mind Identity System", "Product Behavior Identity System" and "Product Visual Identity System". Product Behavior Identity includes market research, the image-locating, innovative design, sales promotion and after-sales services.