Research Of Product Identity Design Method Based On Interaction Feature

With the rapid development of science,technology and economy,the differences between products in the same industry are gradually narrowed and increasingly homogenized.The competition among enterprises has long been immersed into a red sea.Among them,product identity is one of the means of competition among enterprises,with uses product image and user experience to convey the unique and valuable identity concept to shape the corporate image,invading and occupying the users’ mind,standing out in the competition.However,though many domestic enterprises has realized the importance of product identity,their understanding of it only stop in logo design or appearance design in visual aspects to enhance the product identity.In this way,it is difficult to form a deep emotional cognition in users’ mind and convey the identity concept to them such as enterprise values,cultural connotation and business concept.In this paper,from the perspective of conveying the enterprise’s identity concept,the focus of product identity is shifted from product appearance to interactive behavior,looking for a new product identity feature to expand and supplement the existing product identity design theories.Firstly,the concept of interactive behavior is summarized.Based on the elements of interactive behavior and the limitations of the existing product identity design theories,the possibility of shifting the focus to interactive behavior for product identity design is proposed.Then combined with the analysis of interaction behavior aspects and the existing behavior related theory,the relationship between interactive behavior and product identity design has been carried on the exploration.After that,the concept of "interaction feature" is put forward.Around the interaction features and based on the original product identity design theory,the product identity design method based on the interaction feature has been studied and put forward.Finally,using the mentioned method,the product identity design of Midea juicer is carried out to verify the effectiveness and feasibility of the product identity design method based on interaction features.This paper transfers product identity attention to interactive behavior,creating a product identity feature called interaction feature which is able to connect users and the enterprise concept better.Around the interaction feature,the article puts forward the product identity design method based on the interaction feature.It expands the product identity design theory and is meaningful to the development of product identity design to some extent.