Research On The Recognition Of Product Characteristic Symbols

Every international enterprise has its own unique distinctive product image.Regardless of the change and update how many times, they still can be identified bypeople. Facing with the impact of globalization and the fierce international marketcompetition, the excellent enterprises take the focus on the core value of brand, culturalconnotation and product identity in the competitive market. They are committed tocreating excellent products which consistent with abstract spiritual pursuit and concretevisual form. It is worth mentioning that the product as a front of the corporate brand,which can be identified clearly by design features. The unique and distinctivecharacteristic symbols playing a key role in many respects for the user and the initialpublic perception, product image, brand loyalty evaluation, which will affect the finalchoice. In other words, the key of the product identity is the difference of the characteristicsymbols for product design and it is emphasized in the dissertation.The present paper works done as follows:(1) Cards the theories of product identityand its related, generalize the relationship with the product identity, corporate identity andbrand identity, looking for the influence factors of product identity.(2) Exploring theinfluence characteristic symbols of the product identity from core elements of productidentity, And discusses the structure, essence，principle and recognition mechanism ofproduct feature symbols, putting forward the concept of dominant and recessivecharacteristic features to find the inner link between with product identity andcharacteristic symbols preliminary.(3) Carry on the cognitive experiment about dominantand recessive characteristic features of low voltage apparatus of the rival brand.To further investigate the characteristic features had made a great impact on productidentity. Besides，understand characteristic symbols of product identity in different brandand explore user’s recognition on product identification，summary of key points of featuresymbol recognition.(4) According to the experimental results, come up with aconstruction method of characteristic symbols is oriented towards product identity, inorder to provide direction to product identity design.(5) Design practice of CHINT lowvoltage apparatus. And it also verifies the feasibility of the method, and provides researchreferenced for design research and development of the similar product identity.