| Corporate identity design has been always an essential engineer in thedevelopment of corporations, As product image is a significant part of corporateidentity. Corporations generally attract consumers through building specificrecognition characteristics and a complete visual image to form a uniquecorporate style. The quality of the products is the best representativespokesperson for corporations, as well as an invisible bridge linking corporationsand consumers. Therefore, the application of product identity plays an importantrole in the process of corporate product design. Currently our country’s productmarket is chaotic. There are some famous corporations, and yet nocomprehensive corporate images for those corporations, which are mainlyknown by inferior advertising efforts, but have no product identity. The mainstrategy of these corporations is guerrilla marketing, which means where there isa need, there is an investment. There is no overall recognition ability, let alonecorporate strategy construction and clear vision of how to lead consumers.With the rapid development of technology, as corporations becomeincreasingly motivated to find advantages over their competitors, the conceptthat consumers use product clues to gauge product value has been of heatedconcern among corporations and scholars. The effect of inspiring clues forleading consumption has been a hot spot of global consumers. Local economicdevelopment has emphasized the construction of product culture. Besidescorporations have never stopped broadcasting the importance of industrial soul.What’s more, each consumption group has also turned its focus to the utilizationof product clues about value perception. Under this kind of development, thoselost clues or chaotic products will be easily puzzled over or neglected. Hence,product identity design based on clue utilization has been a crucial research topic.This article combined the theory and thought from related subjects, put forward the concept of product clue theory, and has further explored some essentialthoughts of clue theory, design psychology, design morphology semantics anddesign methodology, then has summarized a set of design thoughts with modernsociety characteristics and design methods with application value.This article sets the product clue theory structure as the principal focus andhas summarized the product identity design principles and design methods basedon clue utilization theory; also, combined with the related theoretical knowledgefrom subjects, the article has improved targeting the limits of traditional productimage design. At the same time, the author takes a part of an existing productcircumstance with clue utilization theory to understand the usage of product cluedesign methods in the process of product design, to further seek the bestrelationship between corporate product’s scalability and continuity, and to showthe principles of product clue design. Details include the following:Firstly, through the analysis of traditional product image designcharacteristics and limits, this thesis puts forward the concept, target andtheoretical foundation of product image clue recognition, then systematicallyconcludes and summarizes the design principle and methods of product imageclue design.Secondly, it has studied and analyzed the design methods of product imagedesign, and has elaborated the features of it. Some specific examples ofapplication product image design ideas have been listed and their designmethods’ effectiveness has been compared and analyzed.Thirdly, the author applied the concepts of product image clue recognitionand methods to the actual product design. By market research, the author hasverified that the product image clue recognition design thought is usable andapplicable for people. There is a theoretical basis for its application to theprocess of product image development and design. |
