品牌标识的设计研究

发布时间：2018-03-07 19:27

本文选题：品牌　切入点：品牌标识　出处：《上海交通大学》2009年硕士论文　论文类型：学位论文

【摘要】： 标识是通向品牌的入口。便于记忆及快速识别的可视品牌标识,可以促进人们对品牌的感知和认同。最好的标识在提升品牌。创造和建设一个品牌,设计扮演着至关重要的角色。设计使品牌脱颖而出,情感、氛围和本质这些对消费者最为重要的无形之物,因设计而得到赋形展现。只有当一个产品或者一种服务与消费者产生感情共鸣、燃起情感对话的火花时,这种产品或者服务才有资格成为一个品牌。品牌标识把品牌的核心思想统一而灵活、准确又长久地传达给消费者,它不断创造着品牌与消费者之间的情感联结,促进情感沟通,增强情感忠诚度。这对品牌的发展与对消费者都是有好处的。本文将认知心理学理论引入品牌标识的研究中,通过对国内外的相关研究的方法、模型和成果进行整合,主要研究形象和感知如何帮助价值表达,探究那些创建了优秀品牌的团体和个人是如何创建一个持久、富有个性的品牌标识,表现他们的特点和意蕴,如何抓住每个机会来创建品牌,提供富有吸引力的消费者体验,文中提出十个品牌标识的感知要素以及五个品牌标识的基本原则,同时探寻一个品牌标识创建过的普遍规律与有序环节,不仅于审美层面上,更集中于功能和市场标准的层面上,为整个品牌的标识设计团队提供理论和实践的支持。
[Abstract]:Logo is the entrance to the brand. Visual brand logo, which is easy to remember and quickly identify, can promote people's perception and recognition of the brand. The best logo is promoting the brand, creating and building a brand. Design plays a vital role. Design makes brands stand out, emotion, atmosphere and nature, which are the most important intangible things for consumers. Shaped by design. Only when a product or service resonates with the consumer and ignites the spark of emotional dialogue, This kind of product or service is qualified to become a brand. The brand logo unifies, nimbly, accurately and permanently communicates the core idea of the brand to consumers. It constantly creates the emotional connection between brand and consumer and promotes emotional communication. Enhance emotional loyalty. This is good for brand development and consumer. This paper introduces cognitive psychology theory into brand identity research, and integrates the methods, models and achievements of related research at home and abroad. It mainly studies how image and perception help value expression, how groups and individuals who have created excellent brands create a lasting, individualized brand logo, and express their characteristics and implications. How to seize every opportunity to create a brand and provide an attractive consumer experience, 10 brand logo perception elements and five brand logo basic principles, At the same time, to explore the general law and order of a brand logo, not only on the aesthetic level, but also on the level of function and market standards, to provide theoretical and practical support for the entire brand logo design team.
【学位授予单位】：上海交通大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F273.2

【共引文献】