To shape the iconic elements for brand modeling and unique brand image, and improve the users' satisfaction of aesthetic design, a method of Multi-objective driven product family shape gene design of tractor was proposed. Through analyzing the extraction and expression of product family shape gene, the model of Multi-objective driven product family shape gene design of tractor was constructed, and the detailed processes and key technologies were expounded. Firstly, the product library and the information base were established. Product library included tractors selected from own brand and other products which were widely selected from well-known brands' latest products and concepts, including agricultural machinery products, cars, clothing, electronics, etc. Information base included the specific content of brand identification and the kansei words library. Specific content of brand identification were obtained from the enterprise directly, kansei words library which reflect the aesthetic style of agricultural machinery came from the network, books, newspaper, etc. Meanwhile, the overall modeling features and local modeling features of products were extracted by expert interview method, the product family shape gene was extracted by Design Format Analysis(DFA)to analysis the coefficient of variation. Then, based on the morphological matrix, the solution space of product family shape gene was developed (In order to avoid the mind-set caused by similar product shape, shape gene should contain a certain amount of shape elements reference from other products). The mapping relations between Kansei words and shape elements were developed by semantic differential method. At last, the multi-objective decision model driven by brand identity, user imagery as well as social situation was established and the multi-objective decision model was solved based on NSGA- genetic algorithms. Taking the wheeled tractor, which wasⅡmanufactured by an agricultural machinery enterprise as an example, an analysis for the generation of tractor product family shape gene was explored. Based on C++ environment, a computer-aided design system of tractor product family shape gene was built. The system realized user interaction operation and vector graphics calling and drawing by Qt development framework, which could quickly realize the profile scheme generation and expression of tractor. Series of progeny schemes were obtained by the computer-aided design system. The experimental results demonstrated that:1) 81.25% of the subjects considered the progeny scheme could be well continue the characteristics and style of the brand's original products , the average score was 1.47; 2) Compared with the sample p15 modeling schemes (The mean of the sample p15 was the most representative), the degree of compliance increased separately by 30%, 54% and 80% in brand identity, user imagery, and social situation, and the average proportion of the population increased from 34.37%, 28.12%, 31.25% to 71.87%, 68.75%, 62.5% in 2 points and above respectively, by using seven-point Likert scales based on semantic differentia method. Therefore, the feasibility and validity of this method is verified. Furthermore, different from just considering a single factor in previous research, as the proposed product family shape gene generation for tractor was conducted by the simultaneous action of brand identification, product imagery and the social situation, and the ambiguity and uncertainty in visualization process which rely on designers' creative thinking and inspiration had been conquered, it also provides the reference for aesthetic design of agricultural machinery products.%为塑造标志性的品牌造型元素及独特的品牌形象,提高农机用户对拖拉机外形设计的满意度,提出一种多目标驱动的拖拉机产品族外形基因进化设计方法.在拖拉机产品族外形基因的提取、变异系数分析的基础上,构建了多目标驱动的拖拉机产品族外形基因进化设计模型,研究了基于形态学矩阵的产品族外形基因进化解空间,并采用快速非支配遗传算法对多目标决策模型进行求解.以某企业产轮式拖拉机为例,分析了品牌识别、用户意象、社会情境3目标驱动的产品族外形基因进化设计过程,并建立了拖拉机产品族侧面外形基因计算机辅助设计系统,将获得的子代方案与所选取的样本p15的外形方案进行对比评价.结果表明:子代方案能较好地延续该品牌原有产品造型特征与风格;同时,相较于样本p15,子代方案对品牌识别、用户意象、社会情境的符合程度分别提高了30%、54%、80%,验证了方法的可行性与有效性.
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