中国年文化的产品设计及品牌数字化设计探索

发布时间：2018-07-07 15:18

本文选题：中国年文化 + 吉祥寓意　；参考：《中央美术学院》2014年硕士论文

【摘要】：在经济快速发展和对创意需求暴增的今天，传统中国年文化产品已经不能够充分满足现代人精神与物质的需求。中国年文化品牌设计对中国年文化产品的发展将起到极其重要的作用。本文分析了中国年文化和中国年文化产品的概念与现状，详细论述了中国年文化品牌的设计和建立，可以给设计者和营销者带来一种无形的资产。它与传统中国年文化产品的设计不同，在包装、标志、寓意、符号等设计元素方面有着独特的设计理念和个性化的表现方式，将消费者心中对于中国年文化载体的固有形象进行重塑和增值。中国年文化品牌设计代表着中国年文化的精神与核心价值，能够提高中国年文化的知名度、美誉度和普及度。在中国年文化品牌设计的过程中，既要保持中国年文化在传承过程中不会有错位和偏差，又要使中国年文化品牌具有品牌的个性和认知度，这对我们来说是一个全新的挑战。本文探讨了中国年文化品牌的设计方法与发展趋势，进一步分析创意产业语境下中国年文化品牌的数字化尝试，，在此研究基础上进行了关于中国年文化品牌的毕业设计。对如何将中国年文化品牌行之有效的推广成为全球化的品牌进行了充分的论述与总结。
[Abstract]:With the rapid development of economy and the increase of creative demand, the traditional Chinese cultural products can not fully meet the needs of modern people's spirit and material. The design of Chinese cultural brand will play an important role in the development of Chinese cultural products.
This paper analyzes the concept and present situation of Chinese annual culture and Chinese annual cultural products, and expounds the design and establishment of Chinese annual cultural brand in detail. It can bring an intangible asset to the designer and the marketer. It is different from the traditional Chinese cultural product design, and is unique in the design elements such as packaging, symbol, meaning, symbol and so on. The design concept and the individualized expression mode will remould and add value to the inherent image of the Chinese cultural carrier in the heart of China. The design of Chinese cultural brand represents the spirit and core value of Chinese culture, and can improve the popularity, reputation and popularity of China's annual culture. In the course of the process, we should not only keep the Chinese culture in the course of inheritance, but also make China's annual cultural brand have brand personality and recognition, which is a new challenge for us.
This paper discusses the design method and development trend of Chinese annual cultural brand, and further analyzes the digital attempt of Chinese annual cultural brand in the context of creative industry. On the basis of this study, the graduation design of Chinese annual cultural brand is carried out. How to promote the effective promotion of Chinese annual cultural brand into a globalized brand is also discussed. A full discussion and summary are carried out.
【学位授予单位】：中央美术学院
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：TB472

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