Research Of Construction Machinery Industrial Design Based On Product Identity

With the rapid development of information technology, the difference of the technology and craftare more and more small between the different enterprises in the same industry. There has a largeamount of products with the similar form and function in the market, which makes the brand becomean important competition strategy. As an effective way of the brand construction, naturally ProductIdentity caused many companies’ attention. Because the rapid development of Chinese constructionmachinery enterprises in recent years, and their chaotic product image causing by imitation design intheir development history, Product Identity is needed urgently by the enterprise. Therefore, this papercombines the Product Identity design theory with construction machinery, does a systemic research onproduct identity design, and does explanation and verification on the research results.On the basis of the research on Product Identity design theory and product features ofconstruction machinery, this paper analyzes the product image characteristics under the influence andlimit of man-machine performance, manufacturing process and work environment. And based on thepeople’s cognitive behavioral theory, this paper makes an investigation about the identificationeffection of the product. Then, through the qualitative combined with quantitative statistical methods,this paper acquires three construction machinery product visual identity elements: shape, color andpainting factors. After that, this paper makes research, summarizes and puts forward design rules onthe proportion, segmentation, line of the shape design, the external main body color, operatingcomponents and interior colors of the color design, the logo design, position, size, color of thepainting factors design. At last, combined with my practice experience, this paper puts forward thedesign process of the construction machinery Product Identity system. It includes Product ConceptIdentity based on comparative positioning and focusing positioning, Product Visual Image based onfeature line analysis, product gene analysis and product concept matching, and the application theoryand methods of the product visual image recognition in the new product development process basedon the control theory. And it also makes an explanation for the whole process with a shallow holedrill’s Product Identity design.The study results of this paper, provides scientific design rules and methods for the constructionmachinery Product Identity design, and has an important reference value for the further research andpractice.