摘要
产品识别是从认知心理学与感性工学角度,构筑企业品牌的重要手段之一。本文从产品形象与产品识别两个层面,解析了“散点式”品牌策略存在的潜在问题,并从产品形态、交互界面、材料与质感、用户体验,及企业文化5个关键属性研究了产品的识别。研究结果认为:企业需要建立一套覆盖关键设计属性的产品识别系统。
Product identity is a key method that constructs an enterprise＇s brand from the cognitive psychology and Kansei engineering. This paper analyzed the potential problems of an enterpriseg decentralized brand strategy at the levels of product image and product identity, and studied the produet＇s five key attributes, form, interface, texture, user experience and culture. The result showed that an enterprise must construct a system of product identity from the key design attributes.
出处
《包装工程》
CAS
CSCD
北大核心
2006年第2期163-166,共4页
Packaging Engineering
关键词
产品识别
品牌策略
用户体验
形态
交互界面
product identity
brand strategy
user experience
form
interface.
