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以大数据、云服务、智能技术以及移动互联网为代表的新技术变革,对社会生活、工作与思维都产生了巨大的影响。创意经济领域,通过设计驱动创新并创造价值,已成为设计师的核心责任,而价值的体现除了产品服务,更重要的就是设计品牌的建立。而在“数据社会”语境下,借助跨媒体平台和多种交互形式,产品或服务的对象、品牌关系以及商业模式都产生新的变革,全局的品牌塑造也成为可能。这体现在以下几个方面:
New technology changes represented by big data, cloud services, smart technologies and mobile internet have a tremendous impact on social life, work and thinking. In the field of creative economy, design-driven innovation and value creation have become the core responsibility of designers. And the embodiment of value besides product service is more important in the establishment of design brand. In the context of “Data Society”, with the help of cross-media platforms and various forms of interaction, new changes have taken place in the objects, brand relationships and business models of products or services. Global brand building is also possible. This is reflected in the following aspects: