The Research On Dayun Heavy Truck Product Identity Design

Market economy and economic globalization has brought a number of great challenges to the development of the late start of China's heavy truck business.More and more companies and researchers recognize the importance of brand and design in the competition between industries, to create their own brand identity and characteristics of the product design become a recognized key of enterprise survival and development. On the other hand, economic development led to changes in people's living standards improve and the values of ideas,people are no longer confined to the requirements of the product function and morphology, but also covers the needs of culture, color, emotion and so on.Simple product design has been unable to set off a boom in this day and age, the product design-centric product design advanced stage- Product Identification(PI) become an important tool in modern enterprise brand competition and has gradually become a major sector of researchers in design community.This paper studies product identity design for the domestic well-known enterprises Dayun heavy truck combining important theory and summary of product identity design. Firstly, analyzes and researchs the theory of productidentity,summarizes semantic connotations and and classification of product identity design theory, researchs and analysises links and differences between product identification and corporate identity, brand identity among. Finally,divides product identity into the brand image and product image recognition system.Summarizes content and application steps of product identity design for research result. Get cultural orientation and brand connotation, brand image of Dayun heavy truck business by study on Dayun heavy truck brand as well as Dayun heavy truck user research. Brand image here is formed by users for Dayun brand currently and comparative analysis Dayun brand image conferred by Dayun brand connotation Semantic. Surveies product image formed by users for Dayun heavy truck products and comparative analysis Dayun product image conferred by Dayun brand connotation Semantic. At last, research and analysis the visual features of Dayun heavy truck products and obtains a series of Dayun heavy truck products family genetic characteristics and it includes aspects of aesthetics, genetics, learning style, etc.Then, collects Dayun heavy truck product identity element and establish Dayun heavy truck product identity tree according to the analysis and findings to complete the construction of Dayun heavy truck product identification system.At last, conducts product design based on Dayun heavy truck product identity system and analyzes the feasibility of product design as verification of the analysis conclusions. The study on the classification, content, framework andapplication methods of product identity system lay the foundation for further study of the future and provide a reference for building enterprise Product Identity systems.