閆麗娜

【Abstrac】Product modelling the restraint of aesthetic， the different of the consumer's aesthetic are affecting the exterior of the product， through the paper analyses the aesthetic standards of consumers and the development trend of beauty is determined. The aesthetic vieweffect of product modeling， The porcelain as an example， compared with traditional aesthetics and modern aesthetics， then design different modeling of products.

【Key words】Product； Modelling； Traditional； Modern；Design

First An aesthetic overview

Good product is like an artwork， give people joy of beauty. However， the design of the product is a complex process， product design can arouse consumer good emotion； Can meet the aesthetic requirements of consumers， become an important factor of affect the product outward appearance modelling. Therefore， the appearance of the product along with the development of the times， the aesthetic requirement， as consumers have been constantly changing. In industry design， the "aesthetic" measure products "design" is good or bad a basis. Good product， the outward appearance design not only to cater to the public's aesthetic demand but also accords with the aesthetic law of product itself and the significance.

1.1 the characteristics of the aesthetic （diversity， periodic， commonness and individuality）

Aesthetic has diversity， periodicity， commonness and personality characteristics. Aesthetic 's diversity is said that each people have different understanding ， different feelings and different standards. From all aspects of factors will influence the people's aesthetic， such as： environment， place， folk custom and so on； Aesthetic development is cyclical， always in the form of cycle as its law of development. Old product elimination will be the emergence of new products， the modelling of some products at the time seemed ugly， along with the development of the times， the improvement of the material， the change of the aesthetic， it is likely to become beautiful， admired by people of products； Aesthetic is a unity， universality and individuality of the designer to design a good product， must grasp the relationship of universality and individuality， on the premise of have in common， creating personality， to meet consumer demand with individuation and humanization.

1.2 the importance of aesthetics

Aesthetic standards are still continue to the next scroll the wheel of history， constantly changing， the economic globalization makes the human quickly into substance rich in consumption era， constantly changing people's way of life and values， the achievement will be new aesthetic values； At the same time， the form of aesthetic expression is faced with new challenges. Designer， relying on the artistic intuition ability and keen insight into ability， to find and build new aesthetic value， and visual performance in detail. Packing design， must start with a new aesthetic thinking， in the design expression of the era of aesthetic spirit and aesthetic idea， in the packaging form on the pursuit of new epoch connotation， can fashion vitality in the era of transformation and presents the vivid aesthetic temperament and interest， to gain market and has been widely accepted by consumers. Originally belongs to the functional consumption， more and more to penetrate the aesthetic connotation and some functional requirements even down to a secondary position， while aesthetic demand rises to the top position， see the aesthetic function of design cannot be ignored.

Second， the aesthetic view of consumers

2.1 consumers' aesthetic standards

Since the birth of a human， beauty is in the form of the closest and most mysterious with the spiritual world of human beings， in the ancient Greek Pythagoras think beauty is harmony. And Hegel thinks that "beauty is the sensible appearing of idea". There are many beautiful things in life， chernyshevsky think that "beauty is life". He said "anything， whatever we see in it according to our understanding should be such a life， that is beautiful； everything， all show life or remind us of life， that is beauty". Designers not only to discover beauty and create beauty， should be set into the thick of life， to understand people's lifestyle， customs and habits. Design products to close to the life to produce aesthetic feeling.

2.2 consumer trend of the development of aesthetic view

The object of consumers' aesthetic process is the by product， by consumer senses including vision， hearing， touch， smell， taste， etc.， accept to product all kinds of information， and then produce the aesthetic experience of product， thereby， get aesthetic pleasure. Of course the aesthetic appearance of the product mainly through vision and touch. The aesthetic psychology of consumers is rich and colorful， aesthetic psychology contains many factors， such as culture， geographical， economic， factors such as age， sex， she is in itself a diversified system， may change as time changes， the only constant is the human unremitting pursuit of beauty， the aesthetic requirement of consumers and diverse. Consumer aesthetic psychology has both personality and commonality.

2.3 the influence of the traditional aesthetics of porcelain design （in the song dynasty， for example）

Song dynasty era of war， more in war， promoted the song dynasty the strong national consciousness of the people. Thereby affecting the modelling of the song dynasty porcelain， its retained the national style and characteristics， the modelling of less reference to ethnic minorities， make its modelling with softer on the external performance， insipid， rarely appears that excessive hyperbole， strange shape. The emergence and development of the epigraphy in the song dynasty， once again， make people realize the appliance of ancient art value， people begin to draw lessons from song dynasty imitation， antique porcelain began to emerge. And these imitation antique porcelain is not completely， the vast majority are fake modelling beautiful， elegance， of primitive simplicity is elegant. The modelling of these porcelains are emitting a kind of free from vulgarity atmosphere， such as lotus lent， song dynasty is the black glaze， its modelling and the song dynasty literati， governing the literary style， the pursuit of artistic aesthetic fashion and life preferences have a direct relationship.