Research on evaluation system of industrial design based on brand-style feature

With the fierce market competition increasingly, product design pays more attention to the people?s perceptual demands. Brand style has become one of the main factors for consumer to choose product, thus it is important to establish a design evaluation system based on brand style to ensure and enhance design quality. From the idea and method of industrial design, brand-style feature is a collection of common features showed by a series of products. It is the important communicational medium between consumers and designers. Taking people?s perceptual demands as a starting point, this paper analyzed the connotation of brand-style feature and cognitive difference, established the perceptual cognition operation mode and multi-dimensional constitution of brand-style feature, presented a new basic structure of design evaluation system based on brand-style feature, and provided some new idea and method for the evaluation of product design.