Establishing Brand Image through Product Color Design: Exploring Color Design Principles of Construction Machinery Products

Abstract:

Product color design is a powerful tool for establishing brand image. This paper analyzed the development status of construction machinery industry, and on the basis of that presented the necessity of establishing brand image through product color design in the construction machinery industry. Then after analyzing the special environment and people-related elements to be considered when designing construction equipment, and combined with successful brand image construction cases, proposed three principles for the product color design of construction machinery products.

• Periodical: Applied Mechanics and Materials (Volume 437)
• Pages: 922-925
• DOI: https://doi.org/10.4028/www.scientific.net/AMM.437.922
• Online since: October 2013
• Authors: Xi Chen, Ying Sun, Yi Qi Zhou*
• Keywords: Brand Image, Color Design, Construction Machinery

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