The Product Symbol Study Based on Image

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1 Applied Mechanics and Materials Online: ISSN: , Vols , pp doi: / Trans Tech Publications, Switzerland The Product Symbol Study Based on Image Minying Guo a and Lina Chen b 1 The Academy of Art and Design, China University of Mining and Technology, Xuzhou , Jiangsu Province, P.R. China a @qq.com, b Chenlina0001@163.com Keywords: Image, Product symbol, Emotionalization, Model, Industrial design. Abstract. Image can invoke people s association with the past scene and experience, so products blending with images can resonate with the users and convey correctly the product information and ideas. The analysis of the signan and designatum function of the product symbols indicates the corresponding relationship of the image and the product symbol and shows the direction for injecting images into the products. This paper, in terms of acquiring image information accurately and getting the explicature features and studying them, puts forward the design methods. The design methods include the image description model and product form design process, which have instilled new ideas into the product symbol design regarding the image. Introduction Diversified, personalized and emotionalized products can induce the customers consuming psychology. The designs with perceptivity elements can not only encourage consumers into purchasing, but also strengthening brand awareness. For a long time, most designers depend on experience, intuition and inspiration to grasp the form elements, thus lacking practical and objective theoretical support when infusing emotion into the designing process. Human beings cognize things on the basis of past experience and knowledge and the image plays a very important role in it, providing the possibility of association. Therefore, the image is related to humans consciousness, which is of great value to the research on users psychology in the emotionalized product design [1]. According to this, the designer can explore the explicature form of the emotional symbols based on the user image. This paper talks about and studies the product symbol design from the angle of the image. Image, Product Symbols and Their Meanings Image and Product Symbols. The image is the memory trace about the former object left on the conscious and spiritual level after receiving the stimulus from the external object. This memory trace is stored in the brain in an uncertain form, usually as the image processed by the brain. Its function is to establish relationship between the former and latter object after cognizing another latter object and invoke the subject s association and awareness [2]. Take the story of once bitten, twice shy as an example. In this story, the reason why the leading character feared the well rope is that the long, winding and twisted snake image had been left in his mind. This is a kind of visual form image, which could invoke the association of the leading character about the fact he had been bitten by a snake and helped form the conditioned reflex of fear. The product symbol is the product model, including the plane symbol, product shape, color and texture, etc., which is the carrier for the designer to communicate the product idea with the user and the language of conveying the product function, quality and emotion. The product symbol, similar to the image, has the function of expressing the brand and product ideas, and serves as the medium and bridge [3]. All rights reserved. No part of contents of this paper may be reproduced or transmitted in any form or by any means without the written permission of Trans Tech Publications, (ID: , Pennsylvania State University, University Park, USA-11/05/16,08:13:51)

2 Applied Mechanics and Materials Vols The Meaning of the Image to the Product Symbol. As the expansion of the market and increase of commodity types, the competition of brands is not limited to the development of product function any more. On the condition of other basic requirements being met, the consumers have higher and higher needs for the personalization and emotionalization of products. They expect they can be satisfied psychologically when using the products. For example, the products should be elegant, comfortable and stylish. Then the product is seen as a form which contains emotional elements and resonates with the users rather than just a functional object. Therefore, the product symbol gradually grows into an important factor that is not negligible. As can be known from the previous introduction, the image is a medium which can invoke the subject s association of the past experience. Just imagine that in the product design, some useful images are infused into the product symbol successfully, through some skillful methods, to integrate as some characteristics or semantic meanings of the products, so as to instill emotion and meaning into the products. In this way, the users can naturally generate some positive memory about things and emotional resonance when making contact with the product, through these characteristic elements of the products. Then they will be deeply impressed by the products and therefore, they have motives to consume [4]. Besides, this thought of product symbol design based on the image will take experience, culture, values and so forth into consideration so as to establish the theoretical support for the research on product symbols and sustainable development. The Analysis of the Image in the Product Symbol The Corresponding Analysis of the Image in the Product Symbol. The American philosopher Charles Morris once indicates in his book symbol Signs Language and Behavior that Semiotics consists of syntactic, semantics and pragmatics [5]. Among them, syntactic is the constitutional form, purely meaning the outward manifestation of the product. That is the physical form, which can be thought to be the constitutional element such as the model, color and others of no meaning. The semantics means the meaning and connotation of the symbols, generally indicating what need to be conveyed. The pragmatics explores the method to create and apply the symbols, takes people s understanding of symbols into consideration and the process where the symbols invoke people s psychological effect [6]. Combining the three dimensions, it can be known that the product symbol is a form of expression, which can indicate the meaning and connotation and is perceptual to the users. That is to say, it is a combination of signans and designatums, of which the signan refers to the physical model of the symbol the outward manifestation, corresponding to the signan, and the designatum refers to the connotation and content of the symbol and is the consequence of consciousness which should be built upon the emotional and psychological activities, corresponding to the semantics [7]. From the analysis of the designatum it can be known that its function is to induce the user to associate and to be pushed from percepting to cognizing in order to convey the symbol meaning. This is the same as the image function, which serves as the inducing medium. It is not hard to know that in the product symbol blending with the image, the image corresponds with the designatum of the product symbol, which means the image is attached to the designatum and is the key to convey the semantic meaning. For example, the Fig. 1 shows the conveying process of the product symbol and indicates the corresponding relationship of the images in the products. As can be seen from the figure that the symbols lacking the designatum (image) is unable to convey the information effectively and the user is also unable to understand correctly the design purpose of the product. Therefore, the important function of the image to the symbols can be known.

3 106 Advances in Engineering Design and Optimization II Fig. 1 Conveying process of the product symbol The Discrepancy in Image. From the previous paragraphs of introduction, it can be known that the image is the outcome of the interaction of the subjective and objective world, reflecting strong subjectivity. It is of great variability and can be various to the changes of time, knowledge and experience. At the same time, it is regarding to the times, background, culture, values and the personal aesthetic, as well as subject to the influence of status ethnics and so forth. For example, the association of the dragon in western countries is a sinister and ferocious picture while in china a royal and auspicious image. The deviation of the images results from the ethnical differences. Besides, the image differences also exist between the individuals. To different people, the image resulting from the same thing may be quite different. Even for the words to evaluate the same image, there will probably be quite differences in the external image. When designing the product symbol, to narrow the difference in understanding of the image to ensure the accuracy of the product conveyed, the designer must be acute to grasp the concrete form of image with uniform feelings. The designer should also, through deconstruction of the symbol and analysis of the symbolic meaning, explore the leading factor affecting cognition in order to make clear the extraction direction and ensure accuracy of design. The Product Symbol Design Methods Based on the Image This paper provides two theories on the product symbol design regarding the image: the image description model and the form design process based on the model. The Extraction of the Image and the Image Description Model. The user image is hard to articulate with its subjective and ambiguous meaning and strong perceptivity. Therefore, the process of extraction must be on the basis of a large quantity of exams, questionnaires and interviews. The image manifestation can be external and explicit through the communication with the examinees so as to construct the image corpus and user image description model. Usually, the user image is acquired through questionnaires, deep interviews, semantic differences and multi-measurement and so on [8]. The integration of various scientific methods is for the purpose of construction of image description model to accurately reflect the external form of user image. The image description model is a program and method to convert the perceptible semantics to the visible manifestation. This design method based on the image, is basically to reflect the user s likes into the elements of product design [9]. The purpose is to convert the image into the design element so as to meet the users requirements of the model. The framework of the model is shown in the Fig. 2. Fig. 2 Image description model

4 Applied Mechanics and Materials Vols From the figure it is known that the model is comprised of three spaces, two of which are image spaces An, An, and one of which is the manifestation space Bn. In the user image space, what is contained is the user s adjective description of some product or thing, such as the series of adjectives of environmental, technological, kind and so on. In this space, these image feelings are mixed and complex. To find out the corresponding manifestation of every feeling, the analytical method of spoken language and differential method of semantics will be adopted in the process of the user image space into the design image space and classify the chaotic descriptions of the image. At the same time, the multivariate analysis method is adopted to construct the multi-dimensional cognition space consisting of adjectives to integrate the group of images and the group of characteristics. After the study of the previous spaces, the image expression and the characteristic elements are more explicit and then go into the course of moving from the design image space to the design manifestation space. This course adopts mostly the functional tools including the Multinomial Regression with the purpose to analyze the corresponding form characteristics of the image and measure out the effect of the characteristic element on the image development and finally guarantee the corresponding relation between the characteristic form and the image.ooi The construction of the image description model realizes the expression of the formalization from the product image and the conversion of user s image requirements to the model symbols. This type of model has both the perceptual description and the rational analytic program and method, which is no doubt a good design method. The Process of Product Form Design. The product form design process the paper talks about must be built on the image description model. The Fig. 3 is the design process framework. Fig. 3 Process of product form design A large quantity of related image information must first be gathered through the market analysis and be made into the user image corpus. This information includes the physical materials and psychological feelings, such as the pictures, the sound-visuals, the sense of excitement, the sense of comfort and so on. In the next phase, the image description model is to be applied. The information in the image corpus, under the guidance of a series of theories and statistical methods, is converted and analyzed correspondingly through the three spaces of the model (user image space, design image space and design manifestation space) with the purpose of distinguishing the product form features corresponding to the image needed so as to extra the basic units comprising the model features to construct the form feature corpus. After the construction of the feature element corpus, the next step is the model symbol design where the designers should combine and change the basic image elements reasonably according to their own experience so as to innovate the product symbols. The Case Analysis. Next, take the sports car Orochi of Mitsuoka for example and introduce the conversion of the image to the model briefly. Fig. 4 Transformational process of the image to the front of Orochi

5 108 Advances in Engineering Design and Optimization II The Fig. 4 shows the unique and vanguard car head, which has a strong sense of live and seems contains the intense challenging soul. After analysis, it can be known that the source of the image mainly gathers in the flat grille and the head lamp. These manifestations are easy to make us associate with the cobra with strong vitality. From the cobra to the head design of the Orochi sports car, the formalization of the image find out the corresponding image form features through the image description model. In this example, the flat and are the extracted basic design element, which symbolize the big, wide mouth and the round, sparkling eyes. These live form elements are combined and redesigned by the senior designers and applied successfully to the car head design, which displays comprehensively the distinct tough feeling of the Ocochi sports car. Conclusion In the whole analytic study, firstly, the author elaborates respectively on the image and the product symbols in details and derives the product symbol study theory based on the image and analyses the meaning of the image to the product symbols from the angle of consumers needs and psychology. Then the author indicates the corresponding relationship between the image and the product symbols through the discussion about the signans and designatum of products and analyses the image differences resulting from the community and personal differences. At last, the author introduces in a detailed way the form design method based on the image the construction of image description model and the product design process based on it. This paper provides scientific and objective thinking pattern for the research on the formalization expression of the image and the symbol design. References [1] W. Lidwell, K. Holden and J. Butler: Universal Principles of Design (Liaoning Scientific and Technical Press, China 2010). (in Chinese) [2] Information on baike.baidu.con/view/711.htm [3] T.J. Cui: Packaging Engineering, Vol. 26 (2005) No.6, pp (in Chinese) [4] S. Harada: Branding (Jiangsu Fine Arts Publishing House, China 2009). (in Chinese) [5] Z.Y. Zhou: Thought and Design (Peking University Press, China 2007). (in Chinese) [6] S.S. Gong, L. Chen and J.M. Jiang: Journal of Southern Yangtze University, Vol. 1 (2002) No.6, pp (in Chinese) [7] S. Li: Journal of Bejing Institute of Technology, Vol. 5 (2003) No. 5, pp (in Chinese) [8] D.A. Norman: The Design of Everyday Things (China CITIC Press, China 2010). (in Chinese) [9] J. Sun: Research on Method of Image-based Product Form Design (Ph.D., Wuhan University of Technology, China 2007), pp (in Chinese)

6 Advances in Engineering Design and Optimization II / The Product Symbol Study Based on Image /

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