Under Haier's new global marketing strategy, which plans to change its brand and product image in Europe, the goal is to create a new product visual language for the medium-high market segment. Fulfilling user’s expectation and preferences in that segment is the ultimate purpose.
Design Style Obervation
Human Simplicity
Human Simplicity: Clear / Puristic / Emotional / Comprehensible
High Precision
Functional / Technical Coolness / Technical Expression / Engineered
Dynamic Edge
Deconstructivism / Tech Style / Dynamic / New Tools Drive / Sculpted
Powerful / Uncompromising / Extreme / Protected / Robustness
Ruggedness
Classic Vision
Inspired by the Past / Interpreted / Retro / Orientation
Friendly & Optimistic / Touch Haptics / Human / Body Friendly / Grown
Soft Volume
Design Style Position
Given Haier’s brand position in China market and several high profile European brands’ presence, after many back and forth discussion, the management team decided to employ High Precision and Soft Volume as the design style for this project. It’s kind of middle-way strategy which is not aggressive enough but safe for businees.
