游艇品牌形象设计中的感官元素研究

发布时间：2018-08-07 16:53

【摘要】：在现代社会，游艇产业逐渐出现在各大城市，发展非常迅速。不过，游艇并不是一般老百姓都能消费的，它代表着一种新型的高端、时尚的生活方式。因此，在游艇产品的销售过程中，游艇的品牌形象设计必须针对目标用户人群做出高端化的设计战略，在最大化的程度上为目标群体提供多方位的体验，从而形成一种忠实的品牌忠诚关系。由此，鉴于品牌形象设计在整个游艇产品推广中的重要地位，本文将从品牌形象设计与消费者之间的关系入手，结合感官设计元素进行游艇品牌形象设计研究，，重在从视觉、听觉、嗅觉和触觉四个感官角度来探索出一种更为创新且具有情感化体验的游艇品牌形象设计方式。虽然现在游艇品牌非常多，但是其感官元素在现有的品牌形象设计中的体现大多局限于视觉表现之上，有的游艇公司虽然会推出专门的宣传视频，创造视听的效果，但对于嗅觉和触觉方面的设计仍然很少。对此，课题结合现有的问题进行了游艇品牌感官元素设计的系列构思和理论研究，着重分析感官元素的具体运用，在游艇品牌系列设计中提出要突出感官性和情感化的设计理念，期望给今后的设计师们带来一定的灵感。首先，文章对研究课题背景、目的意义、研究现状和研究方法等进行了介绍，奠定了整个文章的理论和背景基础。其次，阐述游艇品牌形象设计的基本内涵，界定品牌形象的概念，确定游艇品牌形象设计的内容。再次，文章深入分析游艇品牌形象设计中的感官设计理念，分别从感官识别、感官记忆、感官通感和感官传递四个方面来阐述游艇品牌形象设计中的感官价值，并对游艇品牌形象感官设计中的视觉可视化、听觉立体化、嗅觉情境化和触觉体验化内容进行研究。然后，文章在感官理论的基础上，主要从视觉设计、听觉设计、嗅觉设计和触觉设计四个大的方向进行阐述，重在感官元素与品牌设计的全方位融合，从而打造出更具体验感的游艇品牌系统，最终实现游艇品牌形象感官设计的情感提升，实现不同感官的情感融合与一体化的情感体验。
[Abstract]:In modern society, yacht industry gradually appears in the major cities, the development is very rapid. However, yachts are not common people can consume, it represents a new high-end, fashion lifestyle. Therefore, in the marketing process of yacht products, the brand image design of yacht must be aimed at the target users to make a high-end design strategy, in order to maximize the target group to provide a multi-faceted experience. Thus forming a loyal brand loyalty relationship. Therefore, in view of the important position of brand image design in the whole yacht product promotion, this article will start with the relationship between brand image design and consumers, combine the sensory design element to carry on the yacht brand image design research, the emphasis is from the vision, Auditory, olfactory and tactile sensory angles to explore a more innovative and emotional experience of yacht brand image design. Although there are many yacht brands at present, most of the sensory elements in the existing brand image design are limited to visual performance. Although some yacht companies will launch special promotional videos to create audio-visual effects, But the design of sense of smell and touch is still rare. In view of this, the subject carries on the series conception and the theory research of the yacht brand sensory element design combined with the existing problems, with emphasis on the analysis of the specific application of the sensory elements, In the design of yacht brand series, the author puts forward the idea of emphasizing sensuality and emotion, and expects to bring inspiration to designers in the future. Firstly, the paper introduces the research background, purpose significance, research status and research methods, and establishes the theoretical and background foundation of the whole article. Secondly, it expounds the basic connotation of yacht brand image design, defines the concept of brand image, and determines the content of yacht brand image design. Thirdly, the article deeply analyzes the concept of sensory design in yacht brand image design, respectively from four aspects of sensory recognition, sensory memory, sensory synaesthesia and sensory transmission to elaborate the yacht brand image design sensory value. The contents of visual visualization, auditory three-dimensional, olfactory situational and tactile experience in the sensory design of yacht brand image are also studied. Then, on the basis of sensory theory, the article mainly from the visual design, auditory design, olfactory design and tactile design four major directions, focusing on sensory elements and brand design in all directions, In order to create a more experiential yacht brand system, ultimately achieve the yacht brand image sensory design emotional enhancement, achieve the integration of different senses of emotion and emotional experience.
【学位授予单位】：武汉理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F592;J524

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