Three aspects of product design in the knowledge competition era

V. Cultural Implications in Product Design

The culture of an enterprise is given by the market. Strictly speaking, it is what the consumer gives—an image that a company establishes in the minds of consumers. The establishment of corporate image depends on the company's own products, not empty slogans or other - because it can support enterprises to survive is a market product. All the activities of the enterprise must be carried out around its own products to reinforce the established development strategies and images. Product is the cultural symbol and carrier of an enterprise and the embodiment of corporate culture. People come to understand companies through consumer products, not the other way around. Therefore, through the product, people can understand the enterprise and its cultural connotation.

1, product image

The product image is the impression and emotion expressed by the product and reflected in the consumer's mind about the product and its business.

Product image is a collection of multiple elements. Such as tangible objects, services, etc. and intangible feelings.

Product image is the product's influence and emotion in the minds of consumers.

Product image is a reflection of the overall quality of the company.

2. Products reflect corporate culture

Products reflect corporate culture. In general, the product reflects the corporate culture through the following aspects:
a. The product reflects the company's values ​​and ideas;

b. The product reflects the cultural tradition of a nation-state;

c. Changes in the product reflect changes in the times and changes in the development of enterprises, and the evolution of culture;

The corporate image is based on planning at the beginning. However, in the enterprise, it is possible to implement the corporate strategy to the specific image—product—and industrial design is a key link. Its design direction and style are consistent with the overall corporate strategy. Unanimously, it will play a decisive role in the construction of corporate culture. Through the commonality of exterior appearance molding, detail description, color tone and other elements, the product has established a unified style, distinctive product image and product personality in the market and consumers' minds. It will inevitably become a corporate voice in the eyes of consumers.

Modern industrial design products achieve corporate design image (DI) through the integration of strategic design methods, and market-oriented product image (PI) through the implementation of DI system, making the company's products family-like, continuation, symbiosis, and overall personality. What is conveyed is that through the “style”, it reveals the company’s deep cultural heritage and product development trends. It is the most important core of corporate culture. Its role is to surpass CI (corporate image planning), which CI can not match.

3. Product overall concept and product design

Any product must have a core layer, a tangible product layer, and an additional layer to form the overall concept of the product.

The core layer expresses the utility or service of the product;

The tangible product layer includes five characteristics: quality, style, brand, packaging, and characteristics;

The additional layer is the additional services and additional benefits that the product designer can provide, and this is the design of the product we are discussing.

4. Product design is the trend of the times With the improvement of human living standards, we have redesigned aspects of life. Yang Zhenning predicted that the 21st century is a century of design, and product design is a business must-see.

Product design is not only the satisfaction of people's living needs, but also the forward design of people's future life. The so-called design creates the future. Design not only creates beautiful forms, but also creates a new way of life. Therefore, this activity will inevitably become more and more important as people's cultural standards increase.

5. Four major elements of product culture design Product design is very important to the company and its products. Among these, the key is to pay attention to the cultural connotation in the product.

Cultural sentiment For the vast majority of consumers, when buying a certain product, it is often necessary to consider the mood of the product - the kind of feeling that can reflect their hobbies, tastes, appreciation of taste. For this reason, product designers should use the tone as an entry point.

The functional and aesthetic functions expressed by the designers of cultural function products through the products. This is the core element of product designers. Because this reflects the taste of merchants and their products, it also reflects the user's value orientation, personality characteristics, identity status and cultural identity.

Cultural psychology This is to pay attention to the psychological factors of consumers, should not be self-righteous.

Cultural and spiritual products should reflect the spirit of a nation, the spirit of an era, and the spirit of an entrepreneur.

VI. Conclusion

It is very important to understand and use local customs and traditional culture to attack a market. In today's era, consumer psychology generally requires the market to have “culture-flavored” products; the more “contextuality” of such products is more famous, the more popular the product becomes, the more likely it is to become famous, and thus it is easier to become a brand. This point, it is at present a lot of manufacturers, businesses still lack understanding. For a long time: Some manufacturers and merchants adhere to the belief that they must provide high quality and durable products to the market. This is true; but they do not consider much about the “cultural taste” of the product. They think that it is a matter of culture, and the level of consumers is low. Will not be considered. This is a very problematic issue. Isn't it that goods themselves are a kind of materialized culture. Whether this particular culture can be accepted by people faster and better, and the important point is whether this materialized culture has influence or not in people's hearts. . There are many companies that lack competitiveness. The reason is not that the raw materials of the products are not good, nor that the workmanship is not fine, but that the cultural content is low; the means of not serving are insufficient, but the cultural grade of the service cannot yet meet the needs of modern people. Some entrepreneurs are puzzled and cannot realize the effect of product cultural content on enhancing product competitiveness. Many products cannot meet the needs of the market in terms of functionality, humanization, styling and color.

In a market where the social, economic, and cultural cultures are mutually integrated, the establishment of a cultural industry is a means of competition at a high level, and it is also a goal. It is necessary to increase the cultural content of products in the process of enterprise development, improve the cultural quality of managers, and highlight the process of management. Cultural characteristics, comprehensively improve the cultural content of products. The cultural content of a product includes whether the use function is advancing with the times and continues to diversify; including the level of humanity embodied in the product; including the style of product style and color in line with the level of aesthetic demand of modern people.