Taking Robot Design:the Consistencyof User Cognition Based On The Corporate Brand Identity And Product Identity

On the basis of the fact that SMEs are under difficult industrial upgrading, and unable to making profit b low cost in Zhejiang Province. Thus the creation of a brand identity with unique and distinctive characteristic to upgrade the value of the enterprise has become a general consensus. An attractive and clear brand can leave deep impression to the users. But the users may form a specific and clear impression by using products. The product identity is not in consistence with the identity of the brand, not to mention to enhance the recognition of the brand and upgrade the brand loyalty. On the other side, the designers are confused about how to design the products not only to according with the target brand identity of enterprises to consolidate the identity of the brand, but also to integrate the identity of the brand into the design.This research is based on the participate on the manipulator project of Weili, and attempted to combine the relationship framework formed by brand, product and user by using the Kansei Engineering theory and users’ cognitio. And then discusses the consistency between brand identity and product identity by the product recognition of cognitive index. Also creates a database matching with relevant styling of manipulators, which not only proposes practical methods for the consistency between brand identity and product identity from the perspective of designing, but provides valuable materials for companies and designers that conforms to users’cognition. The design scheme verification task on the target users will be organized in anaphase to prove the feasibility of this scheme.The main content of this research is to improve the present designing methods and proceedings. Ultimately, the final result achieved the designers’expectation. The design which is designed under the direction from this research doesn’t only consolidate the recognition of the brand, but also enhance the consistence with the identity of the brand. Through combining the Kansei Engineering theory, the design could obtain much more convincible data and theory evidence for the enterprises and designers.