品牌传播新媒介—品牌APP界面设计研究与探索

发布时间：2018-02-17 00:04

本文关键词： App 品牌传播界面视觉设计　出处：《东华大学》2014年硕士论文　论文类型：学位论文

【摘要】：移动互联网的产生、App的普及,促使人机界面优于过去的网页的形式,给用户带来超越以往形式的体验,推动了App进一步的井喷式发展。部分品牌也纷纷在App的世界里发布其应用,想以最快的速度在移动互联网世界里抢占先机树立形象,产生传播价值。在移动互联网的世界里,虽说可以用各种技术手段达到前所未有的传播效果,但同时也对品牌有了更高的要求：品牌不是抢占了先机就可以创造预期的品牌效应,品牌还要了解自己的受众,了解受众手上的移动设备,了解怎样利用App传播及其传播形式。而目前市场上App的视觉同质化和品牌的野蛮传播不胜枚举,这并不会实现品牌的有效传播以及品牌力的增强。作者认为App界面视觉设计对于品牌带给用户的直观感受有重要的意义,怎样结合品牌自身特色与时下最炙手可热的App界面视觉设计结合,促进品牌的良性传播与发展,成为本文论述的主要方向。所以本文就此展开研究品牌App的界面视觉设计,来实现品牌传播的有效长期发展。本文通过网络收集、相关领域文献检索以及案例分析,总结界面设计的一般原则和要求,以及在品牌APP设计中的特殊原则与要求。并以张裕葡萄酒品牌APP为例进行相关设计与实践探索。全文共分为八个章节：第一章为绪论,阐明研究背景目的意义等；第二章对APP界面设计进行概述,归纳其特点、设计要求及风格演变：第三章主要阐述了品牌传播意义以及国内外品牌传播现状及发展趋势：第四章阐述品牌APP界面视觉设计对于品牌传播的意义；第五章从品牌APP界面视觉设计的一般原则和要求出发,总结对比分析在品牌传播中品牌APP界面视觉设计应循序的原则和要求；第六章以张裕品牌APP界面视觉设计为例进行品牌界面设计实践探索；第七章对品牌APP界面视觉设计在品牌传播中应用的展望与思考：第八章为整个课题的结论。
[Abstract]:The emergence of the mobile Internet and the popularity of apps have made the human-machine interface superior to the past web pages, giving users an experience that transcends previous forms. Some brands have also released their applications in the world of App, hoping to set up an image and create dissemination value in the world of mobile Internet as soon as possible. Although it is possible to achieve unprecedented communication effects by various technical means, it also has higher requirements for brands: brands do not create the desired brand effects before they seize the opportunity, and brands also need to know their own audiences. Understand the mobile devices in the hands of the audience and understand how to use App to spread and its forms of communication. At present, the visual homogeneity of App and the savage spread of brand in the market are too numerous to mention. This will not achieve effective brand communication and brand strength. The author believes that the visual design of the App interface for the brand to bring users intuitive sense of significance, How to combine the brand's own characteristics with the most popular App interface visual design in order to promote the benign spread and development of brand has become the main direction of this paper. Therefore, this paper starts to study the interface visual design of brand App. To achieve the effective long-term development of brand communication. This paper summarizes the general principles and requirements of interface design through network collection, literature retrieval in related fields and case analysis. As well as the special principles and requirements in the design of brand APP, and take Changyu wine brand APP as an example to carry on the related design and the practice exploration. The full text is divided into eight chapters:. The first chapter is the introduction to clarify the significance of the purpose of the research background. The second chapter summarizes the APP interface design, summarizes its characteristics, design requirements and style evolution:. The third chapter mainly expounds the significance of brand communication and the current situation and development trend of brand communication at home and abroad. Chapter 4th describes the significance of brand APP interface visual design for brand communication; Chapter 5th starts from the general principles and requirements of brand APP interface visual design, summarizes and analyzes the principles and requirements of brand APP interface visual design in brand communication. Chapter 6th takes Changyu brand APP interface visual design as an example to explore the brand interface design practice; Chapter 7th looks forward to the application of brand APP interface visual design in brand communication. Chapter 8th is the conclusion of the whole subject.
【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：TB472

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