Research On The Characterization Of Brand Genes In Internet Product Design

With the widespread popularity of the internet,more and more different types of Internet products have entered the public's production and life,affecting and changing people's behaviors and lifestyles;at the same time,the influence of the internet on enterprises is also increasing,internet propaganda and promotion methods have gradually become an important way for enterprises to convey their brand ideas and highlight their brand image.However,due to homogeneity of technology and inadequate recognition of brand differentiation,making the design China's internet products more and more tend to “heavy utility(usability and ease of use,etc.)and light enjoyment(brand and emotional experience,etc.)” homogeneous tendency,which will seriously affect the brand image of enterprises and the quality of consumers' emotional experience.This research first summarizes the main content of internet products?brand genes and emotional image research through literature research and communication with internet practitioners,and discusses and evaluates more important content,which obtains Structural support from relevant theoretical research in this field.Then,using the five-level element theory of user experience as a clue,the design level and influencing factors of internet products were diverged and summarized through the research methods of brainstorming groups and expert interviews,and a hierarchical element framework for internet product design was constructed.On this basis,through a large number of case studies,the form and path of brand representation were explored from the strategic layer,scope layer,structural layer,control layer and presentation layer of Internet product design.Based on the analysis of internet product brand characterization,the concepts of Internet product brand gene characterization such as “semantic gene”?“behavior gene” and “explicit gene” are proposed,and based on mapping relationship analysis between the brand gene characterization level and internet product design elements,thus constructing a characterization framework for internet product brand genes.On this basis,the application strategy of internet product brand gene characterization framework is proposed from the application level: the expression and extraction of semantic genes,the establishment and expression of behavioral genes,the design and evaluation of explicit genes,and the application principles are summarized.Finally,taking the Xiaomi brand as an example,the internet product brand gene characterization framework and application strategies are practiced.First of all,Xiaomi brand semantic vocabulary was constructed through methods of desktop research and user interviews,and the core semantic vocabulary was extracted as the brand semantic gene of Xiaomi by using method of semantic differential;Then,based on the semantic genes,we conducted a perceptual evaluation of Xiaomi's 5 apps,and obtained the relationship between the 5 apps and the semantic genes;On this basis,the characteristic elements of the visual layer and behavior layer design of the five apps are disassembled and refined,and the correlation between the characteristic elements and the semantic genes is analyzed based on the results of the perceptual evaluation,which provides suggestions for the subsequent iterative design of Xiaomi brand products.