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This study focused on the process of communicating message
in productdesign, especially the decoding and encoding of a
product form. some characteristics of consumers'' perception of a
product have been identified.Involvement theory is applied to
fomulate a product classification system,and four strategies are
proposed for dealing with different product categories.As a
result, a design method is proposed for improving the
effectiveness of communicating design message. Four
products, THE AGGREGRATIVE SANITARY, KNIFE & FORK, BRUSH and
SCANER,are selected as exercise cases to illustrate how these
strategies work. The results of this study are listed as
fellows:1)In case of the product is highly involved in both
implemental and symbolic messages we should focus our attention
on message control.2)If the product is more involved in symbolic
messages the key point of message encoding is to reflect
trends on the product.3)When the product is more involved in
implemental messages the message encoding should enhance the
functional meanings of the product.4)In case of the product is
low involved both in implemental and symbolic messages the
strategy is to arouse attention.
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