Research On The Method And Application Of New Generation Product Image Design Based On Brand Identity

With the information network and economic globalization,product regeneration has become a common phenomenon in the commodity market in order to better adapt to the needs of the times.The product replacement overcomes the restriction of the product life cycle.Under the condition of the last generation products decline,the new products will return to the starting point of the life cycle.Based on brand identification,this study integrated regional symbols into the new generation products image design,giving certain cultural connotation to new generation upgrade products,and making new generation products image design have rules to follow.Taking the new generation products image design of Tianshui 213 Electrical Apparatus as an example,the research content mainly includes the following four parts.Part Ⅰ : Positioning analysis on new generation products image design.Based on the VIS manual of the enterprise,the identification of the company’s brand LOGO and company’s brand colours were determined to make the preliminary identification analysis for the new generation products image design.At the same time,the expert discussion method was used to establish the representative replacement product in the series of replacement products,and the objective design object was defined.Part Ⅱ: Deconstruction of representative replacement product.The main application is kansei engineering theory.Firstly,the typical samples of similar products at home and abroad were investigated and analyzed to obtain the overall form characteristics of representative replacement product.Secondly,the visual control elements of representative replacement product were obtained by using morphological analysis.Thirdly,the target images of representative replacement product were determined by investigation and discussion.Finally,the quantification-I theory was used to identify the visual control elements of the representative product form under the target images.Part Ⅲ: Deconstruction of regional symbols.Firstly,through the investigation and selection,the representative regional cultures were established.Secondly,the regional symbols resource database was constructed.Thirdly,the representative regional symbols were refined and innovated to obtain the form elements.Finally,the form elements were filtered.Part Ⅳ: Innovative product image design of new generation upgrade products.Based on brand identification,this paper combined the visual control elements identification of the representative replacement product form under the target images with the regional symbolic form elements.As a result,the image innovation design of representative replacement product and the image design and promotion of other series of replacement products were completed.