中文摘要：

为进一步探索产品族设计中关于体现品牌特征和用户情感的问题,提出基于视觉—行为—情感的产品族设计基因研究方法。在分析品牌识别的显性因素和隐性因素基础上,提出情感设计基因、行为设计基因和视觉设计基因的概念,构建了基于视觉—行为—情感的产品族设计基因的层次模型,讨论了产品族设计基因的构造方法和循环模型,探讨了产品族设计基因、信息建模、品牌风格基因的构建,以及产品族设计基因与品牌风格基因的映射、评价与优化等研究方法与关键技术。以家用绣花机外形设计为例,构建了产品族设计基因,以及与品牌风格感性意象的映射,开发了计算机辅助家用绣花机设计系统软件,包括设计DNA装配模块、设计评价模块和设计知识库模块。该系统可以实现家用绣花机造型设计的快速生成与设计评价,验证了基于视觉—行为—情感的产品族设计基因理论体系。

英文摘要：

An approach of Vision-Behavior-Emotion（VBE） based product family design gene was proposed for further exploring the application of product family in representing brand characteristics and user＇s emotions.The explicit elements and implicit elements of brand identity were analyzed,the concepts of emotion design gene,behavior design gene and vision design gene were introduced,and the VBE-based hierarchical model of product family design gene was put forward.The construction method and cycle model of product family design gene were discussed,and the key methods and technologies such as the establishment method,information modeling,mapping between product family design gene and brand identity gene,and evaluation and optimization with brand identity gene were studied.Taken the Home Embroidery Machine（HEM） form design as an example,the HEM product family design gene mapping with brand style perception image and a computer-aided HEM form design system was set up,induding design DNA assembly component,design evaluation component and design knowledge base component.Based on the system,the HEM design and evaluation could be accomplished rapidly,and the VBE based product family design gene theory was testified.