The Application Of Gestalt Theory In The Heavy Commercial Vehicle Front Face Modeling Design

Since the heavy commercial vehicles was born more than 100 years,along with the development and progress of the world automotive industry,the heavy commercial vehicle has been mature,stable and homogenized in power,electronics,aerodynamics,ergonomics and other related technology fields.The technical differences between same level products of different brands are not obvious.Based on this,the key role of modeling design in the market competition is increasingly prominent,and the phenomenon of "looking for cars" is becoming more and more common.However,unlike the technological development,the theory and technology of heavy commercial vehicle in body modeling is very deficient,which is urgent to study and solve.The front face modeling design of heavy commercial vehicle is responsible for conveying brand characteristics and design concepts,and it is also the visual center for user recognition.Only by making the organizational structure of the front face modeling elements conforms to the human’s visual perception rules,the modeling design can be more easily understood by consumers,leaving a complete and deep impression,and creating pleasant psychological feelings.This article comes from the school enterprise cooperation project of "The Automotive Engineering Postgraduate Education Innovation Center in Shanxi Province" and "Dayun Motor Co.,Ltd.".From the perspective of users,taking Gestalt psychology as the theoretical basis,the author studies the modeling design of heavy commercial vehicle front face and pays attention to the user’s cognition of the front face’s visual information.This article mainly studies from the following two aspects:(1)Introducing the concept,meaning and theory system of Gestalt Psychology.Systematically explaining the Figure-ground Theory and Gestalt laws of organization of Gestalt psychology perception organization principle,and analysing with examples.Introducing the definition,classification,modeling elements and development trend of heavy commercial vehicle.Taking Volvo heavy commercial vehicle as an example,analysing the organizational structure relationship between the key modeling elements in the front face by using the Figure-ground Theory and Gestalt laws of organization,and exploring the perceptual organization principle of users when identifying the front face of the heavy commercial vehicle.(2)By applying Gestalt psychology to many brands of heavy commercial vehicle products at home and abroad,summarizing three types of Gestalt rules for the modeling design of heavy commercial vehicle front face.Exploring the significance of Gestalt psychology in the brand building of heavy commercial vehicle.Comparing all kinds of Dayun heavy commercial vehicle products by using the case comparative analysis method,extracting the key elements such as intake grille and headlights of the front face,and analysing the brand modeling characteristics of Dayun heavy commercial vehicle by combining with Gestalt psychology.Based on the above analysis,summarizing the visual perception regularity of heavy commercial vehicle front face modeling design,it is better to meet the user’s aesthetic and cognitive and helps to transmit heavy commercial vehicle front face modeling design to the consumers more fully and accurately,so as to enhance the recognition of the brand image of heavy commercial vehicle.At the same time,combining with the brand modeling characteristics of Dayun heavy commercial vehicle,the method is applied to the design practice of Dayun heavy tractor,and its applicability and rationality in heavy commercial vehicle field is verified,which not only enriches the modeling design method,but also has positive significance for the development and design of the new products of Dayun heavy commercial vehicle.