Abstract: A generic functional model based on feature is proposed. The genetic information foundation of principle conceptual design— “product gene” is proposed after a systematic study of the similarities between principle conceptual design and genetic engineering. Product gene’s working mechanisms of “transcription”, “translation”, “copy” and “reverse transcription” are also proposed, which disclose that product gene is a bridge across functional design and principle conceptual design. Referring to genetic engineering, a new methodology of conceptual design based on the inheritance and reorganization of product genes is proposed. The conceptual design of a new mechanical device for separating coins is given as an example, which demonstrates that the methodology is obviously helpful for product principle innovation in conceptual design.

Key words: Conceptual design Design methodologyGenetic engineering