Change Future by Color Design Trend Institute Shanghai Jiao Tong University  

Design Trend Institute of Shanghai Jiao Tong University is the only design research of focusing on design trend with high reputation. After decades crossover project resource and methodology accumulation, their research has a strong basement of Chinese consumer lifestyle and aesthetics to support international brand on branding and design positioning for Chinese market. In recent years, they also start to provide training and consultancy for local brands. Their research includes: 1. Chinese consumer lifestyle and aesthetics; 2. color and trend; 3. brand and design positioning.

Design Trend Institute Shanghai Jiao Tong University

Introduction  

The Design Trend Institute consists vice professor John FU as the head, vice head Fan ZHANG, project manager Yao GUO and 13 graduates. Prof. John FU graduated with master degree from Design School of Wuxi Light Industry University (now is renamed as Jiangnan University), and then he has been worked in Shanghai Jiao Tong University until now. In 2010, he was a visiting scholar in Dundee University. From 2001 to 2003, he developed 24 products. From 2010, he have joined in pointing“ Color of the Year” as one of AkzoNobel 7 global color experts. Prof. John FU have been pluralistic chief of Color Innovation Center in China Fashion Color Association since 2011. Now he is widely known as an crucial scholar and speaker for his rich research experience and business contacts.

Team  

In 2013, Prof. FU was presenting on ABNAMRO Bank and the Netherlands Trading Promotion Conference to introduce Chinese consumption trend and design innovation.

Client  

In 2005, Prof. FU published Chinese Consumer Simple Trichotomy under the guide of Hanlong LU, vice head of Chinese Sociology Association. This article solves Chinese consumer segment problem by avoiding class theory. In 2006, Prof. Fu published Type-Concretization pointing that sociology psychology methodology will lead concretization detail loss and providing Type-Concretization method to fit design and marketing needs. From 2007 to 2008, Design Trend Institute built Current Chinese Consumer Aesthetics database by Mazda support. This database arranges Chinese aesthetics changing from 1949 including color, material, shape and proportion. In 2011, they accomplished Chinese Consumer Material Aesthetics by Kone support.

Chinese Consumer Lifestyle and Aesthetics Research  

Current Chinese Consumer Aesthetics database is based on China Pictorial and other historic material. Japanese expert is on tutorial.

In 2010, the institute accomplished Chinese Young Consumer Lifestyle Research based on Censydiam by Philips support as a strong theory and data basement for future long-term cooperation. It lead the institute to be one of their main suppliers for Chinese market research and deeply involved into their design language planning.

Based on the theory and database above, Design Trend Institute has finished a series research around Chinese consumer lifestyle and aesthetics for Mazda, Philips, Panasonic, BASF and GAIC Trumpchi for future product planning and infrastructure investment from business is also paid back.

Change Future by Color Design Trend Institute Shanghai Jiao Tong University  

Design Trend Institute Shanghai Jiao Tong University

Design Trend Institute of Shanghai Jiao Tong University has strong color design and education ability. They are the most capable team on industrial color in China. They used to develop color system for GE, Lenovo, Dulux, AkzoNobel, Fotile, Sabic and provide color and trend training for GM, Shanghai Volkswagen, Kia, BAIC, Dongfeng, Chery, Geely, Founder, Midea and Luolai. From 2010 to 2013, the Design Trend Institute developed education system for Chinese Independent Color Standard CNCSCOLOR including courseware, teaching material and practice pack. In 2014, they developed color training for car industry and it have been held for 3 sessions with 26 car companies participant. In 2015, they launch industry color training to telecom, computer, consuming electric product and home appliance. Now the color training program has been a significant platform for company, supplier and academy communication. In 2015, Design Trend Institute received the sponsor of Shanghai High Education Serve Country Key Strategic Publishing Project from Shanghai Municipal Education Commission and Shanghai Press, Publication and Copyright Administration to edit Chinese Color Application Standard CNCSCOLOR General Textbook. It will be published in 2015 by Shanghai Fine Arts Publishing House.

Color and Trend Research  

Change Future by Color Design Trend Institute Shanghai Jiao Tong University  

Design Trend Institute Shanghai Jiao Tong University

In 2008 and 2010, Design Trend Institute built Car Brand Positioning and Design Trend database by SAIC and Shanghai Volkswagen support. It is an analyzing platform with 39 key words by twice clustering from 8300 key words which is found from both English and Chinese official websites of the top 16 car brands. This platform could help company to compare and analyze different brand position by quantifying and find strategy for its own brand.

Branding and Design Positioning Research  

In 2012, they were commissioned to audit branding strategy for Chery. Prof. FU interviewed top 40 leaders and utilized the database above to audit their own brand. Finally, he proposed the single brand strategy - One Chery to finish multi-brand strategy. His proposal was completely accepted.

Mr. Yin released single brand strategy - One Chery before 2013 Shanghai Car Show.

In 2014, they were invited to attend GAIC Toyota independent brand Leahead planning. This is first time for Toyota to fetch external consultancy to attend brand planning. This brand has been released on 2015 Shanghai Car Show.

Change Future by Color Design Trend Institute Shanghai Jiao Tong University  

Design Trend Institute Shanghai Jiao Tong University