【作者】 余立锋；

【导师】 邹晓松；

【作者基本信息】 景德镇陶瓷学院 ， 设计艺术学， 2007， 硕士

【摘要】 在眼球经济发展迅猛的今天，产品和品牌纷繁复杂的情况下，消费者对如何选择自己真正想要的产品显得不知所措。在新经济时代的个性化消费时期，视觉形象可为企业销售产品带来丰厚的利润。形态符号在整个企业的市场战略中起着极其重要的作用，统一而突显的视觉形象可以有效的增加品牌和产品的识别力，突破复杂和混乱的局面而突显出来，影响消费者的购买。产品的品牌特征与产品形态特征有着千丝万缕的联系，产品的品牌特征在这新经济时期的背景下，对产品的设计起着不可忽视的作用。产品的形态特征在很大程度上是一种视觉的表现特征，它影响着产品的销售和消费者的购买，同时它也推动着整个品牌的运作。产品的品牌特征要以产品形态特征为基础，而产品形态特征要以品牌特征为指导，这种相互关系形成的产品品牌特征和产品形态特征的一致性，在新经济时期的个性化消费行为中表现得极其具有必要性，它对增强品牌的记忆性，减少营销成本，增加消费者忠诚度方面具有积极的作用，在整个企业品牌战略和产品形态设计中具有十分重要的意义。本文从产品品牌特征和产品形态特征的内在联系入手，论述它们之间建立一致性的必要性和作用及意义，通过建立产品的品牌特征和产品形态的一致性，并进行应用，可以有助于我们更好地进行企业品牌的塑造和建设，把握好产品形态的设计方向和风格。更多还原

【Abstract】 Nowadays, with the development of eyeball economical, customers lose their headto choose the proper product in the situation of numerous and complicated brands andproducts. The visional form can bring large profits to enterprise in the individuationconsumption period of new economical era. For enterprise, the form plays a vital role inthe market strategy; unified and highlighted visual image can promote the discernment ofthe brand and product, make them break through the complex and chaos, which canaffect the customer’s purchasing.It is countless links between the character of brand and product. The brand charactercontributes a lot to product design in the background of new economical era. The productform character is a kind of visional character to a great extent, which affects the sale andpurchasing. Meanwhile, it also promotes the entire brand operating. The productcharacter is based on brand character, and the brand character is the Guidance of productcharacter, this consistent interrelation between the brand character and product characteris very necessary in the individuation consumption period of new economical era..It hasactive action in enhancing the brand memory, reducing the market cost and improvingcustomer loyalty, which is very important for making brand strategy and product formdesign. This paper will discuss the necessity and significance of establishing consistencybetween the brand character and product form character, from the interrelation of them. Ideem that constructing and applying the consistency between the brand character andproduct form character can help us shape and construct brand and grasp the direction andstyle of design.更多还原