Research on Control Method for Guiding DI Shapes Semantics in Product Design Development

Modern enterprise competition has been not only competition for product system, but has developed into competition for brand system basic difference and individualized charm. Based on concept of design identity, research on inheritance and controllability of enterprise brand image is of realistic meaning. Applying fundamental principle of semiotic theory of lateral axis, this paper has proposed to control enterprise image effectively and master relation and change law of core layer and affected layer by guiding DI shapes semantics factors, and used semiotic theory of lateral axis and design procedure as well as affective operation of operation management method to prove scientific effectiveness of guiding DI shapes semantics.