This view is both right and wrong. The right place is that there is indeed a place where "different people have different opinions" in aesthetics, while the wrong place, as the door of world history says, aesthetic feeling is actually * * * universal. According to the universality of human aesthetic feeling, this book sets ten principles of beauty: continuity, gradual change, symmetry, comparison, proportion, balance, harmony, rhythm, unity and wholeness.
This is why we are all shocked when we see some beautiful paintings, designs and buildings. In the field of automobile design, there are also many wonderful works, such as Porsche, Bentley, Rolls-Royce and many other ultra-luxury car brands, all of which have decades-long design styles, and even today, they are still out of date.
In recent years, with the vigorous development of China's automobile industry, a group of outstanding automobile designers have grown up, leading China brands all the way to sturm und drang, which is a gratifying situation that China brands occupy half of the market. Among them, Geely Yinhe's mid-to-high-end new energy series prototype "Light of the Galaxy" released on February 23rd was well received by the whole network.
Besides good-looking, the more valuable evaluation is that this car refreshes people's cognition of electric vehicle design, breaks away from the shackles of traditional thinking, and even opens up a new domestic electric vehicle design paradigm.
Why do you say that? In my opinion, the main reason is that it not only inherits Geely's brand spirit and symbols, but also well interprets China's culture and the aesthetic of perfection and beauty, integrates the scientific and technological elements in the era of intelligent electrification, and integrates "face value, function and intelligence" to show the advantages of intelligent electrification.
Gan Jiayue, CEO of Geely Automobile Group, believes that the release of Geely Galaxy is the result of the global layout of modeling ecology for many years, and the most important thing is to build the underlying architecture. Zheng Chen, vice president of Geely Automobile Group and member of Economic Management Committee, also said in his speech that in the current era of intelligent electrification, it is not only the aesthetic concept, but also the brand value. It is also an intuitive mapping of the brand to users' aesthetics, preferences and pain points, and it is also a concentrated expression of the strength of the enterprise system.
This is the most watched conference this year. On the one hand, as the leader of domestic independent brands, the release of Galaxy series represents Geely's official "elephant turn" to new energy sources, which is the embodiment of the "all-round new" strategy; On the other hand, from the perspective of the whole automobile industry, disorderly competition and price war have become the main theme of the market, and everyone expects Geely to bring some different ideas to the industry for reference.
From the "Good Morning Geely" during the Spring Festival to the preheating and gradual announcement of the series of posters, in the past month or so, the Geely Galaxy series has satisfied the "appetite" of the whole industry and market. On February 23rd, in the main venue known as "Lotus Bowl", Gan He made a detailed analysis of the Galaxy series from the aspects of strategy, product planning, technical advantages and design concept.
This work, created by two executives of post-80s mainstream automobile companies, made me feel real when I was with thousands of people at the scene. This is not only a new benchmark for the design of intelligent electric vehicles in China, but also a "charge" launched by the most mainstream automobile enterprises in China to new energy sources. We don't want to describe the value of "Galaxy Light" with such high-profile language as "one small step for Geely and one big step for China Automobile", but we believe that it will definitely make more users feel the changes it has brought to automobile aesthetics, design trends and automobile life for a long time to come.
How to combine inheritance and innovation perfectly?
In fact, Geely has always had its own persistence and language style in the field of automobile design. In particular, Geely Borui, which was listed on 20 15, was praised by netizens as "Damei China Car" because of the perfect integration of China traditional cultural elements such as the corrugated front grille and the West Lake Arch Bridge with the international design trend, and was inherited and evolved in later models such as Job, Xingrui and Xingyue.
The times are changing, the aesthetics are changing, but the classics are forever. The so-called classics are the immortal chapters with rich contents that still shine after the passage of time. This is especially true in the field of design. Throughout China's 5,000 years, whether it is paying attention to neat and catchy poems, paying attention to balanced, harmonious and symmetrical architecture, or pursuing moist and full porcelain and advocating the beauty of fullness and whiteness, it is the embodiment of China culture and China's aesthetic inheritance.
As the saying goes: "People who are beautiful are up and down, inside and out, big is right and wrong, far is near, so they are beautiful."
"Today's China users are the generation with the richest material life and spiritual world in the past 100 years, the group with the widest vision and the group with the most confidence in China culture." Zheng Chen said that based on the insight of users, "Galaxy Light" further strengthened the balance, symmetry, stability, order, affinity, wisdom and nature in China's aesthetics, making "Ripple" a unique brand super symbol of Geely.
Being brave in inheritance is the best embodiment of cultural self-confidence.
Of course, The Light of the Galaxy has made great innovation and evolution on the basis of inheritance. For example, the front part, on the basis of retaining the unique rhythmic beauty of "ripple", has been reinterpreted by photoelectric means, which makes people shine at the moment. At the same time, the headlight design also comes from the cornices in traditional buildings in China, which make the expression on the front face more vivid.
Frankly speaking, it is not easy to integrate these traditional elements into automobile products without leaving too deliberate traces. Clever design is not only to express the image, but also not too specific, otherwise there is no room for imagination.
Similarly, in the interior design, Galaxy Light has not given up Geely's embracing design of the West Lake Arch Bridge since Job's time, but compared with seven or eight years ago, the aesthetic changes of the interior are far greater than the appearance. Even, everyone no longer uses the name of interior, but has a more exotic name-intelligent cockpit. In the past two years, almost all brands have been crazy about the big screen in the cockpit. Even Mercedes-Benz has launched a 56-inch super-large central control screen, which was spit out as "both earthy and luxurious".
How to integrate the function and aesthetic feeling of the big screen is a great test for the design level and brand tonality. In this "Light of the Milky Way", a through giant screen is adopted, which can realize the innovative interaction of "information flash" in the front and rear rows, create a scientific and technological atmosphere surrounded by the Milky Way, and reproduce the beautiful scenery of the West Lake in the cockpit, so that the atmosphere of "the Milky Way in the sky is surrounded and the West Lake rippling on the ground" comes to the fore.
Many products claim to incorporate China elements into their designs, but the "Light of the Galaxy" is the ultimate way to truly inject the romance of China people into the intelligent cockpit with technology.
In addition, according to Zheng Chen, in the whole cockpit, there are humanistic theme elements such as three pools printing the moon, learning Chinese characters and waterfront, and book mountain. Just listening to these names, you will be amazed. But more importantly, these designs that sound beautiful are not just for beauty.
"Form obeys function, and function serves experience. I believe that experience can trigger users' emotions. "Zheng Chen said, in the entire Milky Way cockpit, I hope that the five senses of vision, hearing and smell will be integrated, so that natural beauty and scientific beauty can coexist harmoniously, so as to soothe the anxiety of the times.
How can China automobile designers "break the pupa"?
We know that any excellent product design can not but mention the designer and his team. Zheng Chen, the designer of "Galaxy Light", has long been famous in the circle, with more than 20 years of experience in automobile design at home and abroad and excellent strength in design, operation and management. Some people say, "Zheng Chen is the most advanced car designer of this generation." And I want to say that he knows the brand best among designers and the design best among brand officials.
Brand building and product design, like two sides of a coin, are inseparable. "Brands focus on grasping the minds of users, differentiation is the attribute of brand instinct, and design is the best translator of brands." In Zheng Chen's view, user cognition is the ultimate battlefield of design. If consumers don't have different cognitive advantages from their competitors, it is only a matter of time before they fall into price wars and traffic wars.
In a word, design is the coat of brand, and brand is the core of design.
This profound truth is also explored by Zheng Chen in his work in the past 20 years. As one of the leading figures in the field of automobile design in China, Zheng Chen has been committed to the rise of automobile design in China and the development of national automobile industry. He took the lead in proposing and practicing the design of "borderless grille" and redefined the grille more than 0/00 years after the birth of the automobile. Many production models he designed are still selling well.
"In the face of a new generation of users and markets, what are the design standards that should exist in the era of smart electric? China electric car, it's time to set up a flag! " In Zheng Chen's view, design is the best translator of a brand, so design should be used to empower the brand. "However, the design language must be rooted in a context, that is, the understanding of beauty; The second is the spirit rooted in the brand. Because the brand spirit of each brand brings different aesthetics and preferences; The third is to be rooted in the needs of users. "
Take Light of the Galaxy as an example. As a prototype of the Geely Galaxy series, it carries Geely's various imaginations about future electric travel. Therefore, it can no longer stick to the old rules and pack new wine in old bottles. As Gan Jiayu said at the press conference, many consumers questioned why so many new energy vehicles have the "face" of fuel vehicles. I think its root lies in the determination and initial heart of the enterprise.
In March last year, Zheng Chen joined Geely and became the first China-born vice president of automobile design among mainstream automobile enterprises, which not only broke the history that only foreigners served as vice presidents of independent automobile brand design in China, but also enhanced the importance of automobile design.
This is Geely's determination and initial heart. Zheng Chen's determination and initial intention are embodied in Geely's new generation design language. When Gan Jiayu exhibited the outlines of "Galaxy Light", Galaxy L7 and 7 new cars at the press conference, the applause at the scene rose from wave to wave, which refreshed everyone's expectations from efficiency to effect.
The result is amazing, but the difficulty of the process is actually beyond the imagination of the outside world. Shortly after joining the company, Shanghai suffered two or three months of static management. As a result, he and the core team lived in Geely Innovation Design Institute for one month. During that limited time, Chen Zheng and his team rethought the relationship between man and society, man and the universe, and more and less, all of which were innovated in The Light of the Galaxy.
"The development cycle of a car is four years faster and five years slower abroad. In China, especially Geely, we can do a little more than 24 months under some extreme conditions in three years, because users in China have higher demand for updating iterations than in Europe, and the higher the frequency of iterations, the more opportunities for design. " Zheng Chen said in an interview.
For a long time, "Struggler Culture" has been ranked at the top of Geely Automobile's "Four Cultures", which is not only reflected in the efforts and system capabilities of launching seven models in one breath, but also reflected in this Geely Galaxy conference. As the largest and most concerned press conference in the automobile industry after the year, all senior officials of Geely also accepted close interviews with the media after the event, and this communication continued until the early hours of the morning.
Zheng Chen said that although the development pressure this year was very great, "Although the last video was watched 1000 times, I couldn't help but burst into tears every time I watched it." This, I think, is the happiness of designers. They have worked hard to complete the works that exceeded expectations, and at the same time, they can realize their dream of helping China brand break through.
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In the past 20 years, China brand has experienced the development process from obscurity to survival in the cracks, and from following to surpassing. China automobile design has experienced three stages: plagiarism, reference and originality. However, only the native architecture can have a truly original design. Geely Galaxy series is built with native new energy architecture, so it has a high degree of freedom, giving designers more imagination and space to play.
Good design can give consideration to both beauty and experience, and also make complex technology more concise. "Very China, unconventional and happier" is Zheng Chen's alternative interpretation of The Light of the Galaxy. Such an interpretation, like a design that is no longer the same, not only becomes a watershed of automobile design, but also makes the Galaxy series a watershed of new energy vehicles in China.
Don't walk quietly into that beautiful night.
This article comes from the author Hao of Huashan on Sword, and the copyright belongs to the author. Please contact the author if reproduced in any form. The content only represents the author's point of view and has nothing to do with the car reform.