Research On Product Identity Design Of Sheet Extrusion Machine

With the progress of science and technology, the development of social economy, the increasing level of consumer demand, and the serious "homogenization" of products at present, namely products’ technology, function and quality almost the same, the product image will directly affect companies’ market share. So how to plan the unified product image systematically, increasing cognition degree of products and forming obvious differences from the competitors, is the important link of enterprises improving the competitive capacity. Product identity (PI) is an efficient designing method of products acquiring a sense of belonging, enterprise culture acquiring a sense of identification and creating products’ differentiation, and it has become an important research subject of design discipline.Firstly, on the basis of summarizing the concept’s development process of product identity (PI), and analyzing the concept of product identity (PI) and related concepts--corporate identity (CI) and brand identity (BI), this paper clarifies the essential meaning of product identify from the perspective of product design. Secondly, this paper proposes the elements of PI including mind identity and visual identity, and summarizes the purpose, role and building principles of PI. It also generalizes the characteristics of PI systematically, and introduces the relationship between PI and other subjects. Finally, from two respects of mind identity and visual identity, this paper states the creational patterns of PI minutely. In short, this paper researches and summarizes the theoretical system of PI comprehensively, systematically, and in depth.On the basis of researching PI’s theoretical framework, this paper combining the practical PI design project of sheet extrusion machine, from two respects of PI mind identity and PI visual identity, establishes the product identity system of sheet extrusion machine, so that it discusses and tests the design method of product identity specifically, and makes the theory of product identity can guide practice effectively.