The Product Design Language Research Based On Brand Image

The primary role of brand image is to make it easier for consumers to identify and purchase product.As produce is the service principal of brands,It is hard to keep the brand and product long-term stable development on the different image between brand and product.This paper discusses the research of product design language based on the current brand image,so that the product language can truly become the implementation language of brand image,to achieve a common value-added of both.The brand image research was conducted by the relevant brand image,which is an active expression of the brand itself.Through research and testing for related images,we found the position of the brand image.The product design research focuses on the design of the products themselves,linguistic analysis,the continuity and consistency.In order to find the most consistent with the brand image and product image design language,so this new design language plan is based on the current brand positioning and product design language performance,combined with the latest design trends for the next season's product design language.The research conducted with censydiam model coordinates.with which explain thesaurus,49 key words is filter to supported the interviewees to describe the image.The case study of ZTE smartphone starts with collecting brand expression images,product image,and some competing brands images.Then some design students and designers are invited to choose the most accurate keywords for the images.With the tests and interviews results,brand image and product image is position on the censydiam.The design trend research is conducted with lots of trends images collecting and expert interviews.A strong aesthetic and technical feasibility trends in line with domestic smartphone is selected to guide the innovation design languages.The study found that the ZTE brand image positioning and product positioning are consistent.Compared to other competitive brand positioning,the difference is obvious.ZTE brand image focused on 1)Technology elegance,2)the young sports men,3)the lovely romantic women.This paper is in favor of an update design language with brand images,better understanding of brand image and product image evolution,interpreting the design trends and make good use of it and arriving a relatively better way to plan new design languages.