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产品形象设计是企业品牌战略不可或缺的重要组成部分,产品形象狭义上是指产品的综合外观,广义的说,产品的形象还包括产品中所包含的企业理念、精神、文化以及品牌的观念。人们对产品的任何理念和外在表现上的认知都构成产品形象的一部分,因此可以说,产品形象是通过人的认知来获得的,而隐喻方法是以消费者的认知心理为基础的一种设计方法,因此在产品设计中,基于人们的认知利用隐喻设计方法来创造和表现产品形象,将为产品形象设计开辟新的道路。
Product image design is an indispensable part of an enterprise brand strategy. Product image refers to the comprehensive appearance of a product in a narrow sense. In a broad sense, the image of a product also includes the corporate philosophy, spirit, culture and brand concept contained in the product . People’s cognition of any idea and extrinsic performance of the product constitutes a part of the product image. Therefore, it can be said that the product image is obtained through human cognition, and the metaphor method is based on the consumer’s cognitive psychology Therefore, in the product design, the metaphorical design method based on people’s cognition to create and express the product image will open up a new road for product image design.