Under the circumstances of
encouraging independent intellectual property, nearly all the
enterprises were working hard to create new design for their products by
means of industrial design, unfortunately, most of them only considered
a product's market and appearance and made the business product
identity very confusing. The solution was to introduce product identity
(PI). This research put forward introducing product identity design in
the enterprises, analyzed sewing machine enterprise's features,
accomplished designing a type of sewing machine product identity system
in Xi'an Typical Industry Co., Ltd. This case illustrated that the
introduction of product identity design was both correct and feasible.
On the one hand, in China, the PI research conducted by national scholars generally remained at the level of the primary theoretical construction and still needed the further study, accordingly the research achievement application was less. According to the documentary material, the primary progress had been made in PIS concept, theoretical foundation, integral construction and evaluation system.However, very little had done on product identity design andsystematical strategy research.
On the other hand, foreign scholars’ research on the construction of business product identity was much more mature, such as reference , Form Design of Product Image Using Grey Relational Analysis and Neural Network Models [J], it provided mobile phone product identity with formal elements. And reference , Expressing the Expected Product Images in Product Design of Micro-electronic Products[J], its research achievement application had produced a remarkable effect and become some enterprises’ key strategy
According to the statements in reference , there were three major construction ways of product identity: PI construction based on brand image, PI construction of different enterprises’ variety and PI unification within the enterprise. The first mainly emphasized brand image construction must concentrate on product identity demanded by the customers, not simply stresses considered visual identity as the enterprise’s core. Meanwhile, when enterprises planed their product brand identity, they must create uniform product visual identity on the basis of business brand image
The second mainly aimed at guiding consumers to different preferences and establishing their own product identity by designing their distinguished characteristics such as shapes, colors, tactile sensation and interface
