Styling Feature-oriented Automotive Brand Gene Model Building And Research

Nowadays the field of automotive design has evolved from the traditional technology-oriented design to design-oriented concept and as one of the factors considered by consumers when buying a car, car styling is becoming more important. Car styling which will affect consumers’ cognition mainly reflected to brand gene. So the research including the emergence, evolvement and development of gene and gene-related innovation and hereditary of brand is becoming more important, too.Through the prospective of styling features, this paper researches gene-related brand model building and application. The meaning of brand gene in this thesis is that: styling features that related to brand hereditary effect. In the process of building brand styling feature gene, this article first explored the background and status related to the topic, achieved the shortcomings and places which can be improved and introduced the research method and frame of this thesis. Then in the second part this article studies related definitions and concepts including feature, brand gene and model and achieved the results including the classification of car styling features, the relationship between feature and brand gene and the elements related to model building. Afterwards this thesis applied eye-motion technology to brand feature extraction process and built basis feature library and brand gene extraction model. And it used the methods of case study and literature research to build the evolution, hereditary and variation model of brand gene. At last chapter a BMW concept car was designed, followed by the analysis and validation of the model that has been built.This article finally came out a car styling feature extraction method by the means of eye tracking technology, which can suggest a way to help shape the specific features of domestic car design brand. And it constructed car brand gene model based on styling feature, which can enrich related brand gene research and guide building brand gene to gain continuous brand product styling image. So this research not only can offer more thoughts and references for the improvement, method and innovation of the experiment afterwards, but also can supply basic theory foundation of specific design practice.