基于品牌视觉语言的机床产品形象设计

目的针对当前国内数控机床产品严重同质化的现状提出改进办法。方法调研后,归纳、总结了国内外优秀机床的产品形象设计方法。结论在产品形象设计的过程中应首先确认企业的核心价值观,之后结合市场环境与企业条件确定品牌定位,提出基本的设计原则,最后从产品的色彩、造型、材质、标志、细节要素等方面总结出具体的设计规律,以体现企业的核心价值观、品牌定位、设计原则,并使产品形象外化为企业文化。

Machine Tool Product Image Design Based on Brand Visual Language

The work aims to propose improvement approaches regarding the current situation that domestic CNC products are seriously homogeneous. After investigation, the design methods for product image of excellent machine tools at home and abroad were summarized. In the process of product image design, the core values of the enterprise should be confirmed firstly, and then the brand positioning was determined by combining the market environment with the enterprise conditions to put forward the basic design principles. Finally, the specific design rules were summarized from the aspects of product color, modeling, material, logo, details and other elements, so as to reflect the enterprise''s core values, brand positioning and design principles, and enable the product image to be externalized as corporate culture.