为解决压路机产品的造型设计问题,探讨了品牌特征对造型设计的意义,通过分析对比国内外压路机,总结出基于品牌特征的压路机造型设计方法。运用该方法进行了压路机造型设计与分析,验证了基于品牌特征的产品造型设计方法对于企业造型设计的管理和实施具有一定的指导意义。同时能进一步深化企业的产品品牌形象、提升产品附加值,增强企业竞争力。 In order to solve the design problem of roller product, this paper discusses the significance of brand characteristics to shape design. By analyzing and comparing domestic and international road rollers, the design method of roller based on brand characteristics is summarized. The method was used to design and analyze the roller design, which verified that the product design method based on the brand characteristics has a guiding significance for the management and implementation of the design of the enterprise. At the same time can further deepen the corporate brand image, enhance product added value and enhance their competitiveness.