China Naming Network - Almanac query - Car design is getting more and more fierce?

Car design is getting more and more fierce?

In the brand-new 1920s, we were surprised to find that the big mouth, front face and sharp waistline became the mainstream, and the radical and restless design language had a considerable volume-in short, the new car looked "fierce". Today, let's talk about this phenomenon.

0 1? Is there only one way to become "fierce" in styling?

On the appearance of modeling language, Lexus is an unavoidable brand.

And other brands have more or less appeared this phenomenon.

The big mouth and waistline features mentioned at the beginning are not left on the new A4.

Even the BMW 7 Series, which advertises the administrative luxury attribute in addition to sports, is the same.

However, there are also some new models whose design languages are not biased in the radical direction.

In fact, according to our observation, the development of automobile modeling is generally in two ways. One is to pursue apple-style simplicity and purity; One is to pursue the shock of architecture and sculpture. The "intense" design belongs to the latter, because the sensory stimulation is greater, it is easier to stay in people's minds.

02? Manufacturers and consumers are anxious together.

For manufacturers, vehicle recognition is an important symbol of brand image. Every brand wants to add unique functions to its own design and create a "style" different from its competitors.

BMW's kidney grille (top) and Volvo's Raytheon's hammer headlights (bottom) are two typical success stories. They draw lessons from geometry and sculpture in design and form, which is very convenient for people to remember, thus helping to strengthen brand awareness.

After geometric patterns have been "registered" one after another, some brands with anxiety about identity have to start from other directions to create more volume and response for the brand in the market-bigger grille, thinner light group, stronger shoulders, smaller windows and bigger wheels. These aggressive design features in the eyes of consumers can achieve this goal, so they are widely adopted in new cars.

Dramatically, however, after most manufacturers did this, this design style disappeared from everyone, which had a counterproductive effect on the shaping of brand identity. In addition, it is inevitable that some models exert too much force, which has also caused a lot of controversy.

At the same time, consumers are also very anxious. Unlike manufacturers, this anxiety is exogenous. Urbanization, fast pace, information age and individualization can reflect many social phenomena. As a design company, we won't elaborate on this, but what is certain is that it will also have an impact on the aesthetic orientation of consumers and even designers.

03? "fierce" design? Overtake Lexus

As one of the first brands to make offensive features the main theme of brand family language, Lexus is certainly one of the most outstanding representatives of this design language.

In addition, there are some other brands and models worthy of attention.

The first is Toyota, just like Lexus. "Enthusiasm? Look "(sharp eyes) design language, as the name implies, is to point sharp eyes at you when the station is standing. In order to achieve this definition, cars using this design language often adopt narrower, sharper and more sweeping characteristic lines, which make the visual center gather on the Logo of the model and strengthen brand recognition. The "moustache design" of the grille creates a lower and heavier feeling, which balances the sharp feeling brought by the above characteristics and achieves balance.

In addition to Japanese brands, BMW from Germany is also more representative. On X7, the flagship model on the market, BMW has increased the brand's iconic kidney grille to a rather exaggerated size. This point has been reflected in the X7 concept car released before 20 17, and it has caused a lot of controversy and discussion. After mass production, this feature was still retained, and the practice of enlarging the kidney-shaped grille was carried out to the end. Looking at its design definition and target population, this kind of car often needs to assume the social status of a specific class of users. Therefore, while expressing calmness with square lines, LED headlights and oversized grilles are also needed to show the momentum.

Finally, there is no lack of this feature in the design of new car brands with increasing volume. After the change, Tesla model? X's front air intake grille has also been further narrowed with the evolution of family design language, and it has directly "narrowed into a crack". With gull-wing doors, headlights and relatively simple but sharp characteristic lines, it creates a sense of science fiction for the future vehicle.

04? The trend is a circle.

So will this aggressive design language dominate the market in the future? Not necessarily.

The trend is a circle. Nowadays, interaction design, service design and emotional design are paid more and more attention. For future car design, friendly design is also a good choice-refer to mobile phone design. At first, everyone was spelling shapes (flip cover, slide cover, full keyboard, etc.). ), but when interaction design became the core of mobile phone design, the mobile phone became a rounded rectangle from pragmatism. Relaxation, no burden, will become another noteworthy direction.

This article comes from car home, the author of the car manufacturer, and does not represent car home's position.