Design the
Next-Generation HMI For Hongqi
The project from Apr to Dec 2021, we redefining luxury through design, conveying Eastern aesthetics and Hongqi's brand values to the new HMI system.
ABOUT
Background：
Apr to Dec 2021, we redefining luxury through design, conveying Eastern aesthetics and Hongqi's brand values to the new HMI system.
Outcome:
At the end of the project, many of the conceptual designs from the project were expanded and applied to several Hongqi’s models, with sales of models designed with this new HMI system totaling more than 300,000 units in 2022, and receiving positive feedback from users.
My role：
I am responsible for user research in the project, visual and interactive design of the operating system. And cooperate with interior design team and supplier companies.
01 THE CHALLENGE
In the past, Mercedes-Benz, as the benchmark of the luxury sedan market, was the first choice for Chinese entrepreneurs and consumers worldwide. However, as Tesla and Chinese electric vehicle brands became important in the global automotive landscape, the definition of luxury is undergoing a profound transformation. Consumers are now seeking a different kind of experience – they are in pursuit of a novel and holistic luxury experience, one that reflects their values with the new tech-style of luxury and the aesthetics of the East, rather than just a high-quality mode of transportation.
Design Strategy
The answer from our design team is that we "Redefining luxury through design, conveying eastern aesthetics and Hongqi's brand values to the customer", let me explain the brand values of Hongqi, I will say maybe Hongqi is the most valuable car brand in China, Why?
Customer & History
Because our customer and history. The first Hongqi car was born in 1958, it was also the first car produced independently in China. Hongqi car has become a state vehicle for Chinese leaders and major national events. Hongqi means “Red Flag”, in some ways, Hongqi represents China.
Challenge for Brand
We started to enter the luxury car market just five years ago. People in China know Hongqi, but only as a national car, which has nothing to do with the general public. Therefore, we need to re-establish the brand image and integrate it into the Hongqi lineup as a whole.
Challenge for HMI Designer
As an HMI Designer, my job is to let users not only recognize this is a Hongqi vehicle from the exterior and interior design but also feel the same design language from the HMI system, the user interface. So my challenge is “How might we use HMI design to convey the Chinese luxury feeling, Eastern aesthetics, and brand value.”
02 RESEARCH & IDEATION(GRAPHICS)
To solve this question, let us go back to the sample question:” What are the basic visual elements of a user interface?”
My understanding is Color, Graphics, and Textures. I decided to solve the problem with basic things. My strategy is to define brand value and Eastern aesthetics through basic visual elements. Let’s start with the graphics.
Color
Color
Graphics
Textures
What kind of graphic can represent brand & Eastern aesthetics?
I try to get answer from car design language, chinese culture and brand gene.
Chinese Culture
History of China
Culture Heritage
The Forbidden City
Car Design Language
Car Grille
Car Light
Car Shape & Symbol
Brand Gene
Hongqi Logo
Hongqi Slogan
Hongqi History
Graphic from Hongqi logo
I start with the Hongqi brand logo, the new logo was used in 2018, I refined the outline of the logo and redesigned the lines
Hongqi Logo
Extract Outline
Optimize Outline
Outline Deformation
01 Noble Feathers
I tried to incorporate the pattern that would represent Chinese culture. I chose the image of a crane, which has been considered a noble animal since the Tang Dynasty. The image of a crane was used on the uniforms of high-ranking officials in the Tang Dynasty and as a symbol of power.
I combine the line and crane image then I got my first graphic, I call the Noble Feathers.
Outline Deformation
Red-crowned crane
Noble Feathers
The history & glory of brand
02 Axial Symmetry
The second graphic called Axial Symmetry, this graphic is combined with the Symmetry Aesthetics of Forbidden City and the Car. Chinese architecture is concerned with the aesthetics of symmetry, and I use abstract shapes to express beauty and philosophy.
Symmetry Aesthetics in Ancient Chinese Architecture
Symmetry Design Language in Hongqi Vehicle
Axial Symmetry
The Beauty of Symmetry
03 Hongqi’s Badge
The second graphic called Axial Symmetry, this graphic is combined with the Symmetry Aesthetics of Forbidden City and the Car. Chinese architecture is concerned with the aesthetics of symmetry, and I use abstract shapes to express beauty and philosophy.
Chinese national flagpole
Hongqi H9 Badge
Hongqi’s Badge
The spirit of Hongqi brand
04 Phoenix Eyes
In Chinese culture, the mythical creature of the phoenix represents royalty and nobility. Therefore, the shape of the phoenix's eyes is also used in the design of the car's light clusters. We chose the phoenix eyes as our fourth visual graphic.
Hongqi H9 Car Lights
Extract Outline
Phoenix Eyes
Eyes whose outer corners incline upwards
05 Fly Wings
The fly wings graphic also from the car’s design language, the front of the car is like a flying eagle. we want to use the graphic to represent the feeling of speed and elegance to our users.
Hongqi Concept Car Front Design
Flying Eagle
Fly Wings
Speed and Elegance
Basic Graphics
Based on car design language, Chinese culture, and brand gene, I have summarized those basic graphic elements. Basic graphics can serve as the structure for HMI visual frameworks, aiding in the branding and familiarization of the design style.
Now, let’s we see how I use those elements into the Dashboard design.
Noble Feathers
The history & glory of brand
Forbidden City Eaves
Power and Sanctity
Axial Symmetry
The Beauty of Symmetry
Fly Wings
Speed and Elegance
Hongqi’s Badge
The spirit of Hongqi brand
Phoenix Eyes
Eyes whose outer corners incline upwards
03 VISUALIZATION(GRAPHICS & ANIMATION)
Then I use the graphics as the structure for dashboard visual frameworks, here are some examples.
Fly Wings
Speed and Elegance
Axial Symmetry
The Beauty of Symmetry
Phoenix Eyes
Eyes whose outer corners incline upwards
Hongqi’s Badge
The spirit of Hongqi brand
Red Flag
Represent the History of Hongqi
04 RESEARCH & IDEATION(COLOR)
Which color can represent Chinese luxury and Eastern ascetics?
Now let’s move on to the color part, Which color can represent Chinese luxury and Eastern ascetics?
We try to define the answer from traditional clothing, artwork, culture, and philosophy.
Clothing & History
Red - The totem of Chinese culture
Red is one of the most representative colors of China. Red is the totem of Chinese culture and national spirit; it symbolizes vitality and a positive spirit.
Gold - Only royalty can use gold
In ancient China, gold was the extremely noble color only the royal can be used, the emperor's dragon robe is gold, representing the imperial power and the sun.
Purple - Mystery, honor and power
In China, an old saying that “purple energy comes from the east”. Purple is a symbol of mystery and power. Tang Dynasty, only the uniforms of high-ranking officials were allowed to use the purple.
Cyan - The color of jade
Cyan is the color of jade, symbolizing gentleness, nobility and elegance, and is also used as a metaphor for a gentleman. Most of the ceramics of the Song Dynasty used cyan as the dominant color, which also represents a part of Chinese culture.
Artwork & Culture
Philosophy & Architecture
After I got four basic colors that can represent Chinese culture and luxury. I combine those basic colors into different color schemes. Based on the real driving situation, we set two display modes for users, Dark and Light mode.
I also created some color application principles to make sure the color is used well when we design the user interface.
Basic Color
Color Scheme
Purple with Gold(Dark)
Purple with Gold(Light)
Cyan with Red(Light)
Cyan with Red(Dark)
Dark Mode
In dark mode, the interface is moderately bright. Brighter colors highlight important elements for quicker navigation.
Light Mode
In light mode, the colors are harmonious with moderate brightness. It distinguishes key information subtly through varying brightness.
6:3:1 principle
The color scheme follows a 6:3:1 principle – primary, secondary, and accent colors, creating a balanced visual hierarchy.
05 VISUALIZATION（COLOR）
Sport Mode - Energetic and sporty
we ues red as main colour of sport mode, the red gives a sense of vitality, you can saw the portion of the colour controlled very well, the key information highlight on the dashboard. We Using complementary colors gives a strong sense of movement.
Classic Mode - Fresh and elegant
Cyan as the main color of classic mode, uses the combination of the dashboard's jade-like texture and the background mountain image to evoke the mood of traditional Chinese ink painting to people.
Modern Mode(Dark) - Luxury and prestige
Purple as the main color of the modern mode. We use colors and patterns to create a purple evening glow as the sun sets, creating a sense of mystery and grandeur.
Modern Mode(Light) - Grace and lightness of touch
The color scheme of purple and gold embodies a sense of lightness. The low saturation and high brightness convey sophistication and elegance, offering a visually pleasing and gentle experience.
06 OUTCOME
The new HMI system used in a series of Hongqi vehicles now
At the end of the project, many of the conceptual designs from the project were expanded and applied to several Hongqi’s models, with sales of models designed with this new HMI system totaling more than 300,000 units in 2022, and receiving positive feedback from users.
