摘要：The form design of new generation upgrade products based on the brand identity was studied in this paper, and the regional cultural symbols was integrated into it creatively, which provided a new way of thinking for the design of new generation upgrade products. Taking the AC contactor of Tianshui 213 as an example, firstly the consumer ' s perceptual demand and the brand identity of the products was analyzed, secondly kansei engineering theory was used to deconstruct the form of products, and then design format analysis was used to deconstruct the regional cultural symbols. Finally, the relevant design elements were combined to create a new product with regional culture and era characteristics.
