Color and Texture Design of Chinese Automobile Brand

Abstract

Research and/or Engineering Questions/Objective To purchase automobiles, consumers will not only consider functional demands, but also take into account the aesthetic function and symbolic value. In addition, beautiful and harmonious colour and texture can not only raise a vehicle level, but also allow enterprises to create greater profits with low cost, as well as promote brand image and competitive edge. More importantly, with aesthetic demands satisfied, consumers shall feel humane automobile and cheerfulness in body and mind. Thus, objective of this research is to create glamorous colour and texture design of Chinese automobile. Methodology Based on automobile brands of each country on the market, especially Japanese, German and America vehicles, research method of summary and comparison is applied to analyze similarity and diversity between automobile color and texture design of China and other countries from the view of overall color matching, texture matching and color psychology. Results Through analysis of the current shortcomings in colour and texture design of Chinese automobiles, with the method of learning and absorption, it is summarized that colour and texture design of Chinese automobile shall mix elements of Chinese traditional culture and design principles of colour and texture design of Chinese automobile. Therefore, the research not only lays foundation for specific achievement of Chinese automobile design in colour and texture, but also serves as a reference for foreign automobiles to enter Chinese market. Limitations of this study Limitations of the present research is that no experience is gained of localized conditions and folk cultures in these foreign countries where the brands belong to, so no research is conducted on how the glamorous colour and texture design of these brands is realized with integration of objective and subjective factors. What does the paper offer that is new in the field in comparison to other works of the author: The design principle of automobile colour and texture is initially presented in this paper, and the analysis of development direction for colour and texture design of Chinese automobile is innovative. Conclusion The design principle of automobile color and texture summarized serves as an important guideline to vehicle styling design. And ‘people’ is the center of automobile color and texture design all along, because harmonious and beautiful color and texture design is significant to consumers, automobile styling, and automobile enterprises, which serves as a symbol of automobile brand images, national culture and times.

F2012-E05-014