| 易军,骆阳毅.基于产品形象的工程机械品牌造型识别设计[J].包装工程,2021,42(10):191-199. |
| 基于产品形象的工程机械品牌造型识别设计 |
| The Brand Modeling Identification Design of Engineering Machinery Based on Product Image |
| 投稿时间：2021-01-09 |
| DOI：10.19554/j.cnki.1001-3563.2021.10.027 |
| 中文关键词: 产品形象 工程机械品牌 品牌识别 产品造型 |
| 英文关键词: product image engineering machinery brand brand identity product modeling |
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| 中文摘要: |
| 目的 根据不同品牌间产品形象的差异性，打造具有品牌识别特征的工程机械产品造型。方法 提出以产品形象为原理的工程机械品牌造型设计方法。根据产品形象视觉和理念的识别构成，结合造型特征识别实验与评价的数据分析，提取具有高识别度的造型特征加以分析;通过语义差分法提取产品意象风格要素，分析其造型识别语义;最后融合两者进行品牌造型创新设计。结果 以三一重工起重机造型设计项目为例，根据视觉形象和理念形象的分析结果设计出具有三一重工识别特征的全新造型。结论 融合产品形象原理进行设计分析，能有效得到产品造型的品牌识别要素，具有一定的可行性和科学性，可为其他工程机械产品造型设计提供较好的参考与借鉴意义。 |
| 英文摘要: |
| The work aims tocreate the engineering machinery product modeling with brand recognition characteristics according to the difference of product image between different brands. The design method of engineering machinery brand modeling based on product image was proposed. According to the identification of product image by vision and concept, combined with the data analysis of identification experiment and evaluation of modeling features, highly recognizable modeling features are obtained and analyzed. The semantic difference analysis method is used to obtain the style elements of product image and analyze the modeling recognition semantics. Finally, both of them are used for the brand modeling identification design. Take the Sany heavy industry crane modeling design project as an example, according to the analysis results of visual image and concept image, a new shape with Sany’s identification characteristics is designed. It is feasible and scientific to integrate the product image principle into the design analysis, and can effectively obtain the brand recognition elements of the product modeling, which can provide a good reference and reference for the modeling design of other engineering machinery products. |
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