新媒体语境下整合设计思维的应用探究

发布时间：2018-01-25 18:07

本文关键词： 新媒体语境整合设计思维品牌视觉识别系统品牌视觉传达　出处：《浙江工业大学》2015年硕士论文　论文类型：学位论文

【摘要】：随着时代的不断进步发展,科学技术日新月异,品牌视觉识别系统作为企业文化理念和企业产品信息的传达者,受到越来越多人的关注,不仅是企业本身,还包括消费者。互联网、宽带数据、数字技术、交互体验、虚拟环境、穿戴设备、各移动终端以及APP等新兴介质形态的诞生,使品牌视觉识别系统设计开始了一场新的变革。品牌视觉识别系统设计的概念以及形式已经逐渐打破了传统意义上我们对单一、线性视觉语言效应的理解,设计师不再停留在为一个个体图形而绞尽脑汁的层面,而是考虑如何使用多种形式、多种方法、多种形态以及多种维度来表达品牌视觉识别的整个系统,以满足用户越来越高层次的视觉需求。新媒体语境下,传统二维静态的视觉语言已经无法满足品牌的市场竞争以及大众传播的需求,视觉设计由观看变成体验,由关注结果到关注过程,由关注需求到关注感受。在这科技性与艺术性并存的新媒体语境下,品牌视觉识别系统设计面临着新的挑战。设计师如何运用整合设计思维进行品牌视觉识别系统设计,使之实行有效的品牌视觉传达是本课题分析研究的重点。本课题的研究依托于新媒体语境这一设计环境之下,以“设计思维”作为切入点,了解、洞悉设计思维的特征以及表达,并对整合设计思维进行一般性分析。结合当下信息时代新媒体技术的层出不穷,在传播媒介更新的环境下,分析品牌视觉识别系统设计的思维方式,总结归纳出品牌视觉识别系统的整合设计原则和设计方法。本课题研究的最终目的在于:新媒体语境下,设计师在进行品牌视觉识别系统设计时能够以整合设计思维的角度去思考,分析新媒体语境的特征,了解品牌视觉识别系统在新媒体语境下的传达,从而对品牌视觉形象进行有效地整合设计。如此,在如今“品牌领导”的市场环境里,更有利于企业进行品牌管理,整合企业品牌的视觉营销功能进行品牌视觉传达,实现品牌的推广;同时,也实现企业品牌生命力的可持续发展。
[Abstract]:With the development of the times and the rapid development of science and technology, brand vision recognition system, as the enterprise culture concept and enterprise product information communicator, has received more and more attention, not only the enterprise itself. It also includes consumer. Internet, broadband data, digital technology, interactive experience, virtual environment, wearable devices, mobile terminals and emerging media forms such as APP. Brand vision recognition system design began a new revolution. The concept and form of brand vision recognition system design has gradually broken the traditional sense of our understanding of the single, linear visual language effect. Designers no longer stop at the level of racking their brains for an individual figure, but consider how to use a variety of forms, methods, forms and dimensions to express the whole system of brand vision recognition. In the context of new media, the traditional two-dimensional static visual language can not meet the needs of the brand market competition and mass communication, visual design has changed from watching to experience. From paying attention to the result to the process of concern, from paying attention to the demand to paying attention to the feeling. In the new media context of the coexistence of science and technology and artistry. Brand vision recognition system design is facing a new challenge. How to use integrated design thinking to design brand vision recognition system. To make it effective brand visual communication is the focus of this research. The research of this topic is based on the new media context under the design environment, with "design thinking" as a starting point to understand. Insight into the characteristics and expression of design thinking, and the general analysis of integrated design thinking. Combined with the emerging of new media technology in the information age, under the environment of media renewal. This paper analyzes the thinking mode of brand vision recognition system design, summarizes the integrated design principles and design methods of brand vision recognition system. The ultimate purpose of this research is: in the context of new media. Designers in the brand vision recognition system design can be integrated design thinking perspective to think, analyze the characteristics of the new media context, understand the brand vision recognition system in the new media context of communication. In order to effectively integrate the brand visual image design. So, in today's "brand leadership" market environment, more conducive to enterprise brand management. Integrate the visual marketing function of the enterprise brand to carry on the brand visual communication, realize the promotion of the brand; At the same time, it also realizes the sustainable development of enterprise brand vitality.
【学位授予单位】：浙江工业大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：J524

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