Research on Product Design Process Based on the Integration of Perceptual Image and Brand Identity

Abstract

Perceptual image is an important theory often used in product design. However, under normal circumstances, product design does not rely on a single theory and method, but is the result of a combination of multiple considerations. This paper aims to integrate brand identity theory into the perceptual image design method and construct a comprehensive design process, in order to take into account the needs of function, perceptual and product identification. Taking a Chinese brand's smart home gateway product as an example, the cultural elements were obtained through enterprise-oriented desktop research and interview methods. Then, by establishing a sample library of similar products and performing hierarchical statistics, the mainstream design elements of gateway products were obtained as an auxiliary reference. Finally, the gateway products were perceptually measured and then quantitatively analyzed through the Semantic Difference Scale to establish the mapping relationship between image vocabulary and product appearance elements. The cultural elements, mainstream elements and perceptual image elements were summarized from the three dimensions of shape, color and material, and were used in the design practice of smart home gateway products. After inspection, it is determined that the design results meet the design objectives. This study provides a practical, comprehensive and systematic design process for product design based on perceptual image and brand identity.