Research And Application Of Product Identity Design In All-electric Injection Molding Machine

The product image is kind of competitiveness that integrating all the corporate’s resources. In order to create differentiation, enterprise need to build product image. Compared to the experience economy, product image is intangible assets. Creating product image is not only need to make difference, but also requires more attention to the emotional aspects of communication. At present, the gap in technology between our country’s plastics machine manufacturers and leading international companies is narrowing, but investment in industrial design is not enough in domestic ones, there are some differences in the product image building between them. The main content of this paper is to build product identification systems for injection molding machines from mind identity、visual identity and usage identity, based on the relations between product identity and corporate image、brand image, thus provide other companies with guidance to establish product identification.The first part put forward the process of building product identification systems. Based on the basic theory of Product Identity (referred to as PI) and the overview study of plastics machine industry, the paper introduced the PI theory to the plastics machine industry product design through analyzing the difference between overseas corporates and domestic ones, discussing the market problems faced by our country’s injection molding machine. Taking injection molding machine as an example, the paper put forward the process and methods of building product identification system.The second part is about how to build injection molding machine’product identification systems. Taking the Borche injection molding machines as an example, it described the process and methods of building product identification system in detail based on the three elements of product identity design:mind identity、visual identity and usage identity.As the core of product visual identification system, mind identity needs to be established first. The paper researched the corporate culture, product design direction and the user U&A. The corporate expectations、user expectations and market expectations were studied through semantic difference method、image scales and questionnaires, so as to establish a user-centered two-way understanding for corporates and users, making emotional link between them;Making the most direct effect on the users, the product visual identity focus on the lateral series and the vertical temporality of visual stimulation. The paper analyzed the product shape, color, texture, surface decoration element through the method of characteristic line, CCS color system, discovered the the visual elements that can be inherited and innovated, in order to creat timeless visual experience;The product usage identity comprise identification in design, craft, installation and operation. With the purpose of humanized using process and diversified usage, the corporate should pay attention to the inheritance and innovation in usage,in order to establish universal using experiences and provide users with a good experience.The third part is the product identity design practice for Borche BE150all-electric injection molding machine based on the established Borche injection molding machine identification system. It described the specific application methods and implementation process of injection molding machine’s product identification system.This paper further refines the identification of design theory by design practice the design practice based product identification and. In this study, the design of the product solution have turned into actual products, participated in the2013Guangzhou International Rubber Exhibition and received the market and user acceptance in the sales process.