The Evolution Design Of Pan-ethic-group Product Form Based On Shape Grammar

In a era of excess capacity and relatively serious homogenization of product,how to shape the unique product image that can make its own recognition and meet the needs of personalized consumption? This is a worth thinking and research problem.In the field of design method research.Under the background of this needs,this paper attempts to put forward a method of design improvement to assist the way of design.On the one hand,it can use shape grammar to assist design and reduce the subjectivity of product form design.On the other hand,it can solve the contradiction between the continuity and innovation of product image.Integration of the pan-ethnic-group product and product family,this method use model of shape grammar deduction and take Volkswagen golf brand as the research object.It try to make the innovation of the Volkswagen golf brand electric passenger cars design.Firstly,based on the theory of shape grammar and product identification,element analysis was carried out on the front face modelling.Using the factor analysis to random restructure samples to study,and then we can gain weight of elements for brand image recognition through joint analysis method(Conjoint analysis).We can apply shape modification rules of shape grammar to modelling element which gained high weight,we can use shape grammar to modify rules to evolution of modelling,while apply pan-ethnic-group product to modelling element which gained low weight and extract the shape of the new rules of grammar and used in the design of the product form.We can choose a wide range of the target object.Then we can extract the new modelling elements to generate new shape grammar rules and introduced into the design that is relatively novel scheme.At the same time,taking care of electric vehicle characteristics to generate an electric car form design of Volkswagen golf style.At the end of the article,it gives an actual industrial design project case which come from mentor.Using the part of the study method,the results of this project reached a relatively satisfactory design effect,further verify the feasibility of the product identification method.