| Summary: | 碩士 === 國立成功大學 === 工業設計學系 === 89 === Due to the progress of production technology and marketing skills, the performance of products and sales of corporations have been greatly raised. Under this circumstance, it is the corporate image, which often decides customers’ choices. The function of products is not only to satisfy people’s material needs, but also their psychological desire. The relationship between products and customers that was traditionally emphasized is now giving way to that between corporations and customers. It is now realized that the key to promote a corporation lies in her image. Therefore, more and more corporations are putting emphasis on the promotion of corporate image.
Through services provided by a corporation, its ideas, products and visual outputs, general public can perceive a corporate image. The development of new products has a crucial part to play in a corporation, and a suitable form can add value to new products. What should be noticed is that the style and quality of products must be consistent to establish corporate image. In other words, it is the unique and consistent style of a corporation, which creates her distinct identity.
Through Corporate Identity System(C.I.S), a corporation is able to establish and manage its image. Most of the previous researches on corporate identity focused on the issues of conceptual planning of design strategy and logo design; but that of the practical norms for product design are relatively ignored. Hence the aim of the research is to construct a framework for corporate product identity by first recognizing the strategy of a corporate identity and its product identity; then, establishing the generation rules of its product style, which will be used as practical norm for product design. Finally, the practical norm of design is examined against the strategy of corporate identity and product identity to test its usefulness.
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