Geological Prospecting Machinery’s Product Image Design Based On The DNA Of Product Family

With the development of economy and society, the demand of mineral resources is increasing,geological prospecting mechanical laboratory and analytical equipment hereinafter referred geological prospecting products, as an important equipment in the field of mineral development and processing, existing problems such as similar appearance, low correlation and lack of unity among series of products, etc. This not only resulted in the reduce of the customers awareness of the brand as well as the brand’s influence, but also upgraded the difficulty of improving the market competitiveness of the product.This thesis designed and studied the product image of geological prospecting products based the DNA theory of its product assortment, combining the existing problems of the products in the enterprise. The works are done specifically in the following aspects.(1) Through the analysis of the DNA features of the product assortments as well as its and dialectical relationship with the product image, combing the characteristics of the costumer in the process of identifying the product, divide the essential components of the DNA of product assortments into two administrative levels of macro and micro.The former depends on the characteristics of human psychology cognitive model, relying on the range of environmental and cultural factors; the latter is characterized by sensuous and visual impact, can be identified directly in no need of related knowledge.(2) The field research of the market, the use of the environment and the problems faced by the geological prospecting mechanical products, combining the status quo of the brand development, establish the strategic planning of the image design and proposed the process of the product image design as “From the particular to the general”.(3) Take a geological prospecting machinery enterprise in Shannxi for example, applying the theory of product assortment design, combined with business development strategy, mission, vision and other corporate culture, use the method of semantic differential in the research and analysis of the product, establishing a seven point psychological scale through questionnaires and data statistics, and apply the simple, stable, economical and practical business macroscopic DNA elements which we get from the researches into the establishment of corporate LOGO and product image design.(4) Select the series of core cutting machine products as a breakthrough point of corporate product image design. First, use AHP morphology to calculate the weight and sort the elements which influences the form of the product, the vector sorting its weight characteristics are mask shell, base, table and rails, the control panel, vents, handrails. Then, extract the micro DNA elements of the product shape, color, texture, and other interface elements to establish a product image and design specification of the series of core cutting machine product. Besides that, Set the standard color and product control interface, using the powerful modeling and rendering features of the software Rhino and keyshot to design and choose a preferred program as the final product image design. Finally, extend the the research program into other products in the geological survey machinery enterprises, take vertical vibration mill and rod mill for example, we will design product image for them, design rendering and modeling renderings, also design LOGO for the enterprise.This thesis developed the research by identifying problems, analyzing problems and solving problems, using the DNA theory of the product assortment to conduct the product image design, enhanced the brand cognition of the enterprise, and also provides theoretical basis for subsequent product image design in the enterprise, made a positive contribution in continuing shaping a stable product image and enhancing the long-term competitiveness of the enterprise.