definition
Corporate image refers to the overall imprint of the enterprise established by people through various signs of the enterprise.
Corporate image (three sheets)
Image is the core of corporate culture construction. Corporate image is the external expression of corporate spirit and culture, and it is the overall impression felt by the public in the process of contact and communication with enterprises. This impression is obtained through the sensory transmission of the human body. [ 1]
Keller, a famous brand expert, defines corporate image as: consumers reflect their perception of the organization through associations in memory.
Image contour
From the psychological point of view, image is the overall impression of something formed in people's brain through various sensory organs such as vision, hearing, touch and taste. In short, it is perception, that is, the reproduction of various feelings. It is important to know that image is not the thing itself, but people's perception of things. Different people's perception of the same thing will not be exactly the same, so its correctness is influenced by people's consciousness and cognitive process. Because consciousness has subjective initiative, different images of things in people's minds will have different effects on people's behavior.
Energy-saving publicity image design
Corporate image is the overall feeling, impression and cognition of the enterprise inside and outside the enterprise, and it is a comprehensive reflection of the enterprise situation.
On the basis of impression and people's judgment, a public attitude with internality, tendentiousness and relative stability is formed. Only the positive or negative attitude of most people can form public opinion. Public opinion repeatedly affects the human brain through mass media and other channels (such as people's dialogues and expressions). ), and finally affect people's behavior. There are good and bad corporate images. When an enterprise has a good corporate image in the public, consumers are willing to buy products or accept services provided by the enterprise. On the contrary, consumers will not buy the products of enterprises, nor will they accept the services provided by enterprises. Whether the corporate image is good or not cannot be generalized. Most people think that a company is good, but others may feel bad. This bad image will decide that he or she will not accept the company's products or services. Nothing can pursue perfection, so we must grasp the main aspects of contradictions here and understand and grasp the corporate image as a whole.
image synthesis
The composition of corporate image: product image, media image, organization image, logo image, personnel image, cultural image, environmental image and community image.
Constituent element
Product imitation
Quality, style, packaging, trademarks and services
Organizational image
System, system, principle, policy, procedure, flow, efficiency, benefit, credit, commitment, service, guarantee, scale and strength.
Employee image
Leadership, management team, employees
Cultural image
Historical tradition, values, enterprise spirit, heroes, group style, professional ethics, code of words and deeds, company etiquette.
Environmental image
Enterprise facade, building, signboard, layout and decoration, display system, environmental protection and greening
community image
Keywords community relations, public opinion,
2 classification
There are many ways to classify corporate image. According to different classification standards, corporate image can be divided into the following categories.
Internal image and external image
This is divided by the internal and external performance of the enterprise, just as we observe a person's internal temperament, external appearance and body shape.
China CCTV; closed circuit TV
Points, corporate image also has this difference. Internal image mainly refers to the invisible and intangible parts such as enterprise goals, enterprise ideas, enterprise spirit and enterprise ethos, and is the core part of enterprise image. External image refers to the visible and audible parts such as enterprise name, trademark, advertisement, factory building, factory song, product appearance and packaging, ceremony and public activities. , is the external performance of the internal image.
Real image and virtual image
This is divided according to subjective and objective attributes. Real image can also be called objective image, which refers to the actual concept, behavior and material form of an enterprise. It is an objective existence that is independent of human will. Such as production and operation scale, product and service quality, market share, output value and profit, etc. All belong to the true image of the enterprise. Reaction image is the subjective impression of users, suppliers, partners, internal employees and other enterprise stakeholders on the whole enterprise, and it is the image produced by real images through media and other channels, just like we look at an object in the mirror and get a virtual image.
Internal image and external image
This is divided according to the scope of recipients. The external image is the recognition of the enterprise formed by the public other than employees.
Bird's nest image
You know, what we generally call corporate image mainly refers to this external image. Internal image refers to the overall feeling and understanding of all employees in an enterprise. Because employees are in the enterprise, they can not only feel the external attributes of the enterprise, but also fully feel the internal attributes such as enterprise spirit and ethos, which is conducive to the formation of a fuller and deeper corporate image; However, if there is a lack of internal communication, employees often only pay attention to one aspect, and they can't see the overall image of the enterprise, which is quite a feeling of "not knowing the true face of Lushan Mountain". We believe that the internal image has a small range of recipients, but it plays a great role, and it has the same important position as the external image and cannot be ignored.
Positive image and negative image
This is divided according to the different evaluation attitudes of the public to the corporate image: the part that the public agrees with or affirms the corporate image is a positive image, and the part that refutes or denies it is a negative image. The corporate image of any enterprise is composed of positive and negative aspects. In other words, the corporate image should be divided into two parts, and any rational individual in the public will see both the positive and negative images of the enterprise. For enterprises, on the one hand, efforts should be made to expand the positive image, on the other hand, efforts should be made to avoid or eliminate the negative image. These two aspects are equally important, because it is often not the positive image that decides users to buy a certain enterprise product or accept a certain service, but the negative image that makes them refuse to buy the enterprise product or accept its service.
Direct image and indirect image
This is divided according to the media channels for the public to obtain enterprise information: the public is in direct contact with the products and services of enterprises.
Office environment image
The corporate image formed by personal experience is a direct image, while the corporate image obtained through mass media or with the help of other people's personal experience is an indirect image. It is very important to divide the corporate image in this way. If users see rough packaging and backward design when buying goods, they are also defective and dissatisfied when trying out. No matter how good the product is, no matter how good the enterprise is, he will definitely not buy it, because the direct image can determine the image of the whole enterprise more than the indirect image. Some enterprises think that establishing corporate image can only rely on advertising, without paying attention to improving product quality and service level, that is, they only see indirect image and ignore direct image.
Leading image and auxiliary image
This is divided according to the degree of public concern about corporate image factors: the corporate image that the public is most concerned about constitutes the dominant image because of water, and other general factors constitute the auxiliary image. For example, the quality that the public is most concerned about (image, color, sound quality, etc.). ) and the price of TV sets (whether it is fair or not), so the quality and price of TV sets constitute the leading image of TV factories, while the enterprise concept, staff quality, enterprise scale, factory environment, whether to sponsor public welfare undertakings, etc. The TV factory constitutes the auxiliary image of the enterprise. Corporate image consists of leading image and auxiliary image, and it is the leading image that determines the nature of corporate image; The auxiliary image has an influence on the dominant image, which can be transformed with the dominant image under certain conditions.
3 subsystem editing
Although the composition of corporate image is very complicated, we can divide them into three levels, namely, concept image, behavior image and visual image.
Corporate conceptual image
-It is composed of enterprise concept, enterprise purpose, enterprise spirit and enterprise development.
UNESCO logo design
A corporate image subsystem composed of spiritual factors such as goals, business strategy, corporate ethics and corporate spirit.
Corporate behavior image
Internal and external activities of enterprise organizations and their members.
Enterprise logo design
The corporate image subsystem is composed of staff quality, enterprise system, code of conduct and other factors, which are manifested in production management and non-production business activities. Internal behaviors include employee recruitment, training, management, assessment, rewards and punishments, formulation and implementation of various management systems and responsibility systems, corporate customs and habits, etc. External behaviors include purchasing, sales, advertising, finance, public welfare and other public relations activities.
corporate identity system
—— It is a corporate image subsystem consisting of basic and application identification, product appearance packaging, factory capacity and appearance, machinery and equipment, etc. Among them, the basic logo refers to the enterprise name, logo, trademark, standard text and standard color, and the application logo refers to symbolic patterns, flags, clothing, slogans, signboards, mascots, etc. The factory appearance refers to the natural environment, shops, windows, offices, workshops and their design and layout.
In the three subsystems of corporate image, the concept image is the deepest and most important part, which determines the behavior image and visual image; Visual image is the most external and easily expressed part, and it and behavior image are the carrier and externalization of conceptual image; Behavior image is between the two, which is the extension and carrier of conceptual image and the condition and foundation of visual image. If the corporate image is compared to a person, the conceptual image is like his mind, the behavioral image is his limbs, and the visual image is his face and figure.
means of expression
The means of corporate image expression mainly include the following aspects:
Material image
This refers to the materialized form of enterprise spirit and culture, not to the material itself. For example, the company's store emblem, store flag, trademark and specific store decoration and layout can intuitively reflect the company's personality and mental outlook.
Character image
This does not refer to people's innate conditions, but to the performance of enterprise personnel in communication with people and their behaviors and attitudes at work from the day after tomorrow.
Management image
Refers to the manifestation of management behavior. Such as organizational form, working procedures, succession system, reward and punishment methods, leadership and command methods and so on.
Etiquette etiquette
It refers to the polite format of corporate interpersonal relationships and the etiquette norms at celebrations and parties.
Social public welfare image
Serving the society and sponsoring public welfare undertakings, including supporting and caring for culture, education, scientific research, charity, health and other undertakings.
4 corporate image
Shanhaiju LOGO
To establish a good image among the public, enterprises must first rely on their own internal strength-providing excellent products and services to the society; Secondly, we must rely on the real communication of enterprises-introduce and publicize ourselves to the public through various propaganda means, so that the public can understand each other and deepen their impressions. The task of establishing corporate image in public-private relations is mainly reflected in the internal spirit and external image of enterprises.
Intrinsic spirit
Inner spirit refers to the spirit and temperament of an enterprise, which is a comprehensive embodiment of corporate culture and the backbone and skeleton of corporate image. It includes the following three aspects:
① Pioneering and innovative spirit. This is what every enterprise should have and it is also very important. In other words, every enterprise should adapt to the needs of the market economy and be brave in exploration and innovation, that is, with the development of society, the change of environment, the needs of activities and different public objects, constantly supplement, improve and innovate the contents and forms of public relations activities to make them richer, more distinctive and more attractive. This requires public relations personnel (especially senior leaders) to have keen insight, positive thinking of seeking differences, rich imagination and good knowledge structure, as well as good psychological quality, fearless exploration spirit and positive inspiration.
② Positive social outlook and values. Enterprises should have their own social ideas, not only establish a good citizen image in marketing activities, but also care about social problems and social welfare undertakings, so that enterprises can benefit the people and society while developing themselves. Modern enterprises should not only engage in production and business activities, gain profits, but also undertake certain social responsibilities and social obligations, so as to show that enterprises are members of the social family and should make contributions to social development. This is not only conducive to social progress and prosperity, but also win the general favor of the public for enterprises. Therefore, when carrying out public relations with foreign countries, enterprises should take doing well social welfare activities and providing more services to the society as an important content.
③ Honest and fair attitude. Enterprises should abide by the law, deal fairly and provide thoughtful service. This honest and decent competitive attitude and management style is the foundation of corporate image.
Appearance image
The establishment of corporate image mainly depends on the appearance of its internal spiritual quality, and also benefits from the careful design of public-to-public relations. This requires public relations personnel to be good at using some symbolic marks that are easy to spread and remember, so that people can easily identify them among many things, thus deepening the impression of the external public on the enterprise.
(1) enterprise name. Some people think that this is the first step to establish a corporate image. There is an old saying in business called "selling signboards", because the quality of signboards has a certain impact on consumers' psychology, and even affects the management effect of enterprises. Before liberation, some enterprises in old China were very particular. This is a concise advertisement that integrates silence, warning, training and reaction. Therefore, the name of the enterprise should be as exquisite as naming people, and it should be easy to understand and remember, fresh and eye-catching, and profound in meaning; Avoid empty, boring, conceptual and featureless names. Some enterprises with brand-name products consciously unify the product brand and enterprise name, and can also receive the effect of complementing each other. Such as: American Coca-Cola Company and its Coca-Cola drinks; Beijing No.3 Clothing Factory changed its name to Great Wall Raincoat Factory after it founded its brand. In this way, the promotion of Great Wall brand raincoats not only improves the reputation of products, but also deepens people's impression of enterprises accordingly.
Appearance image
(2) corporate advertising. This is a means of appeal, and everything should be centered on deepening the public impression. It should mobilize all factors to influence the public's subjective choice of information sent by enterprises. This kind of advertising to promote the company's own public relations is more difficult to succeed than product advertising. It requires that the characteristics of advertisements should be coordinated with the characteristics and image of enterprises, be repeated in a certain tone appropriately, and constantly change the content and form to keep the information fresh without leaving a fixed theme. In short, to achieve this effect, it is to make people feel deja vu, and at the same time, they must sit up and take notice.
③ The logo of the enterprise. It is a part of modern design, including trademarks and organizational signs. Because it is easy to identify, remember, appreciate and make, it plays an important role in ensuring credibility, establishing image and strengthening communication. It is a part of the good image of the enterprise and an intangible property of the enterprise, and its value can be estimated. Therefore, enterprises can design distinctive signs as their own signs, leaving a good impression with unique artistic creativity, so as to achieve the purpose of deepening public perception.
Public welfare image
④ stands for color. Psychology points out that color plays an important role in perception. Enterprises can choose a certain fixed color for all aspects of communication between enterprises and the outside world, such as offices, shops, packaging systems, advertisements, work clothes, etc. , forming the unique style of the enterprise, thus deepening the public's perception and impression psychologically.
⑤ Environmental facilities. This is particularly important in commercial enterprises. The comfortable and beautiful environmental layout and advanced commercial facilities of commercial enterprises can affect customers and employees physically and psychologically, and then directly affect the commercial effect.
In a word, the content of corporate image is comprehensive, which is not only the image of corporate products, but also the expression of corporate culture, involving many factors. Therefore, as the public relations department of image design, we should fully consider the characteristics of the enterprise itself and the psychological needs, interests and habits of the public, and make scientific planning and design to ensure the perfection, uniqueness and uniqueness of the enterprise image.
5 internal structure
Investigating a company's corporate image can provide insight into the general situation and overall level of culture, and can also evaluate its real strength in market competition. The good image of an enterprise is mainly manifested in its environmental image, product image, leadership image and employee image.
1 Scientific enterprise concept is the soul of shaping a good corporate image.
At present, enterprise concept has become the most popular concept of well-known enterprises, which has quietly caused a revolution in enterprise management concept. In this case, many enterprises have formulated their own slogans, reflecting their own ideas, showing their goals, missions, business ideas and codes of action, and encouraging all employees to establish a good image of the enterprise through slogans. Slogan usually refers to the expression of corporate philosophy. Haier group's "daily affairs are getting better and better" and "defective products are waste products" and Sanyo Refrigeration Co., Ltd.' s "endless improvement" all illustrate the importance of spiritual concept in enterprises. Practice has proved that cultivating and carrying forward enterprise spirit is a very effective form of shaping a good image of an enterprise and can play an important role in its development. Of course, the cultivation of enterprise spirit can not be simplified, but should be combined with modern enterprise system construction, enterprise management objectives and meticulous ideological and political work to make it the spiritual driving force for enterprise development.
Display panel image
2 Beautiful environmental image is the external expression of shaping a good corporate image.
Enterprise environment represents the cultural quality of enterprise leaders and employees, marks the management level of modern enterprises and affects the social image of enterprises.
First, the corporate environment is the most basic reflection of corporate culture. If an enterprise is a place where employees work and live, then there must be security facilities suitable for employees' work and life, so that employees can work and live reasonably, safely and civilly.
Second, creating a beautiful corporate environment and a friendly working atmosphere is an important part of shaping corporate image. Factories, living quarters, office facilities, production workshops, products, on-site management and production services are all windows of corporate image. Therefore, every enterprise should carefully design the layout of the factory, strictly manage the environment and order of the factory, constantly improve the level of purification, greening and beautification of the enterprise, strive to create a beautiful and elegant corporate culture environment, integrate management into the corporate culture construction, cultivate the sentiment of employees, improve the social visibility of the enterprise, and add luster to the enterprise.
3 High-quality product image is the primary task of shaping a good corporate image.
Product image is the comprehensive embodiment and epitome of corporate image. In the modern enterprise system, enterprises control their own destiny, survive and develop themselves. And the way out for survival and development. It often depends on the social benefits brought by the products of enterprises. First of all, if an enterprise wants to provide high-quality product image, it must regard quality as the life of the enterprise. Product quality is not only an economic issue, but also a political issue related to corporate reputation and social development and progress, which is the most direct embodiment of corporate culture. Grasping the key points of product image can promote the synchronous promotion of other images. It is necessary to infiltrate the product image into the quality management system, and form a good atmosphere in which everyone attaches importance to quality and everyone strictly controls quality among cadres and workers. Secondly, we must survive in the competition, create famous brands, enhance the visibility of enterprises and create the best benefits of enterprises. In the market economy, with the gradual formation of a unified, open, competitive and orderly market, enterprises must consciously expand their visibility and strengthen market competition. Better products will make products form their own cultural advantages in the market. At the same time, to strengthen the external publicity of products, personalized publicity is an important means to shape corporate image. As the attributive of Liaoning Food Group Company, "Everything is for delicious, nutritious and healthy" is a high generalization of the company's characteristic products, which has a good extension and sublimation.
Announce an image to the outside world
A clean and upright leadership image is the key to shaping a good corporate image.
The leading role and self-demonstration ability of enterprise leaders in enterprises are the concrete embodiment of leadership image and the key to shaping a good corporate image. First of all, the style of business leaders is an important symbol of corporate image. What kind of leadership, what kind of corporate culture and corporate image. Therefore, enterprise leading cadres should constantly improve their own quality, not only to become down-to-earth managers, proficient in business technology, good at management and brave in innovation, but also to become honest and self-disciplined, dedicated leaders. Secondly, it is necessary to improve the enterprise leaders' understanding of enterprise culture and become intellectuals in the construction of enterprise culture. First, enterprise leaders should mold themselves into entrepreneurs with high-grade cultural literacy and modern management concepts, adapt to the needs of the market economy, and make enterprises invincible in the competition. The second is to grasp the direction and basic principles of corporate culture, broaden our horizons and innovate constantly on the basis of learning and drawing lessons from excellent corporate experience.
Dedicated employee image is an important basis for shaping a good corporate image.
The overall image of employees is the concrete expression of the internal quality of enterprises, and cultivating new people with ideals, morality, culture and discipline is an important content of enterprise culture construction: cultivating employees' love and dedication to their posts, drilling skills and fine work; Establish the concept of respecting knowledge and talents; Create an environment conducive to all kinds of talents to stand out and interpersonal relationships of equality, unity, harmony and mutual assistance, enhance the cohesion and centripetal force of the enterprise with the good mental outlook of employees, and win a good social image and reputation of the enterprise.
Adhere to the "people-oriented" principle, so that corporate culture construction can serve to improve quality and mobilize the enthusiasm of all employees. Luxurious decoration and abundant financial resources cannot solve the problem of enterprise development, but the key is people. To mobilize all employees to participate in corporate culture practice, we should achieve "three satisfactions", that is, to meet the needs of employees to participate in democratic management, to meet the needs of employees' desire for success, to meet the needs of employees' material and cultural life, to adapt to employees' intention to realize their personal values and material and spiritual needs, and to create a good cultural atmosphere to adapt to the development of enterprises. Enterprises should seize the opportunity to train their employees in politics, technology and business through on-the-job training, technical competition, off-the-job rotation training and study in party schools and political schools, and further improve the training network and assessment management methods for all employees with basic education, technical level education and academic education as the main contents. At the same time, it is necessary to carry out various recreational activities that are beneficial to the physical and mental health of employees, achieve the purpose of entertaining and entertaining, and strive to create a workforce with good ideas, strict discipline, strong business and hard work style that meets the needs of the market economy.
6 external structure
1. Participate in public welfare activities and enhance your image.
In order to establish a good image, enterprises should not only start from the inside, improve the quality of products and services, improve the quality of employees, and standardize the internal system and culture of enterprises, but also make some efforts from the outside. Participating in public welfare activities is an effective way to establish a good corporate image.
2. Use the Internet to promote enterprises
Corporate image should not only be shaped, but also publicized. With the rapid development of the Internet today, network promotion with low cost and quick effect has undoubtedly become the most favored way for enterprises. To enhance the corporate image through the Internet, we must use various marketing methods to do multi-faceted network promotion, otherwise we will not be able to attract the huge and scattered users of the Internet, and we will lose many interested customers because of insufficient information coverage. [2]
7 image relationship
In the promotion and dissemination of CI in enterprise identification system, people interpret "CI is corporate image" as the problem that "what is CI" cannot be accurately expressed.
Is CI really a corporate image?
The answer is no.
CI is closely related to corporate image, but it is by no means the same concept.
The English full name of CI is Corporate Identity, which means corporate identity. The English full name of corporate image, although also referred to as CI for short, is quite different in English, which is one of them.
Secondly, they have different meanings. Corporate image refers to the overall impression and evaluation of the enterprise in the eyes of the public and all employees, and it is an objective reflection of the concept, behavior and personality characteristics of the enterprise in the eyes of the public. CI is a tool and means to spread and shape enterprises. We say that the purpose of introducing CI into enterprises is to improve market competitiveness and internal quality of enterprises by shaping excellent corporate image (and of course brand image and product image), but it does not mean that CI is corporate image.
Product imitation
Thirdly, the elements of CI and corporate image are very different. Corporate image consists of product image, market image, technical image, environmental image, service image, employee image, operator image, public relations image and social image. CI of enterprise identification includes three systems: mental identification, visual identification and behavior identification.
CI is the specific position and personalized characteristics of enterprises in the industrial structure and social structure, and it is the result of enterprises gaining value recognition in the public mind through different ways and methods of communication.
Enterprises are not immutable things. Enterprises must change with the changes of environment and social values. Enterprises must create a new corporate image by repositioning and adjusting their business philosophy. This is the task of CI, that is, to constantly make enterprises adjust and correct themselves to meet the changes of the environment and the needs of their own development, so as to achieve a balanced state among enterprises, society and nature. If CI is only the social communication of the enterprise's own image, its role is limited to the information communication design for those enterprises that already have a good image but have weak information communication ability. But in fact, a large number of enterprises regard CI as a systematic means, because their images can no longer meet the needs of increasingly fierce image competition in the information age. This is also the deep foundation of the emergence and development of words.
CI is the best and quickest means to shape corporate image, but it is not a universal image means, let alone the enterprise itself. CI is a powerful assistant in enterprise management. Compared with marketing, public relations and advertising, CI is more systematic and holistic.
In a word, (corporate identity) CI and (corporate image) CI are causality, but they are not the same concept.
8 internal training of enterprises
1, "Business Dress Training for Advanced Enterprises"
2. Business etiquette and professional dress code
3. Color, makeup and corporate image
4, the overall design of corporate image color.
Steps of internal training in enterprises
1. Understand the internal training needs and requirements of the enterprise.
2. Further communicate with the person in charge of the enterprise to find out the problem.
3. Plan for the enterprise.
4, stationed in the enterprise implementation plan
5. Follow-up visit
9 development trend
People often talk about the word brand image, but many people don't have a correct understanding of this brand image. Brand image actually refers to the symbolic communication based on the correct brand definition, including four processes: brand interpretation and definition, brand symbolization, introduction and management of brand symbols, and adaptation of brand symbol communication system. Its task is to help the audience to store and extract brand marks through the symbolic spread of goodness. So where is the development trend of brand image?
First of all, from the formalism stage of graphic beauty to the stage of embodying brand culture connotation. From the beginning, I absolutely believed in the formalism of brand visual image and exquisite graphics, which led to the proliferation of brand visual image graphic symbols, and the design was seriously divorced from the essence of brand products. Countless graphic symbols with similar shapes fill consumers' eyes, and consumers see countless graphic symbols with similar shapes. At the same time, the application of brand visual image design technology is becoming more and more complicated and expensive, which makes the price of brand products rise seriously and increases the cost of enterprises.
The appearance of this phenomenon also makes people begin to re-examine the connotation of brand visual image design. Haier and other domestic brand cultures flow into the brand visual image market like a clear spring, and the success of Haier brand culture leads the brand visual image design from a single graphic aesthetic feeling to a stage of embodying cultural connotation. Secondly, from the role of selling brand products to strengthen the image to the stage of promoting brand concept. Brand logo design is no longer the function of simply distinguishing brand products at first, but gradually rises from passive position to active position. It sells the ideas and concepts of the brand it represents to people, and achieves an emotional harmony with consumers, so that consumers can truly feel the cultural connotation of the brand.
With the coming of the century, the requirements for works are becoming more and more strict. That old model is no longer suitable for this form, so some creative design companies must change this situation, but the premise is the way of thinking. Only when the way of thinking has changed can we better carry out creative design. There are two ways of human thinking: one is clear, accurate and logical thinking; The other is vague, rich and artistic thinking. Mainly including imagination, association, deconstruction and other ways of thinking.
Imagination, in psychology, refers to the psychological process of creating new images through new cooperation on the basis of perceptual materials. Think of a concrete image of something that is not in front of you. Imagination is a more complicated psychological activity than association. This kind of psychological activity can create new images on the basis of the original sensibility. These new images are formed by processing and transforming the accumulated perceptual materials. Although people can imagine images of things they have never felt before, in the final analysis, imagination comes from objective reality.
It can effectively promote our creative thinking. Association is the key to creativity and the basis of design thinking. It means that one thing reminds other related things, and objective things are interrelated in various ways, which is a bridge of association. Through this bridge, we can find out the internal relationship between seemingly unrelated things, even things that are far apart. Lenovo has close association, similar association, comparative association, causal association and so on. Through association, we can open the world of creative thinking, open the channel of creative thinking, transform intangible thoughts into tangible images and create new images.
Deconstruction, the idea obtained through association and imagination, finally conveys a complete concept through visual image. This transformation of meaning and form is not only the search, collection and arrangement of image data, but also the expression of discovering creativity. The method is to decompose the materials related to the theme first, and then select the most representative elements and the most vivid shapes to integrate.