饮料品牌形象中的色彩研究

发布时间：2018-03-12 07:01

本文选题：饮料品牌形象　切入点：色彩　出处：《苏州大学》2008年硕士论文　论文类型：学位论文

【摘要】： 随着时代的推移、生活脉络变动,饮料已经成为货架上不可缺少的商品,本课题主要以饮料这一类型的产品为研究平台,以色彩为研究点,从色觉、色性、色彩联想以及色彩设计入手,分析饮料行业的品牌视觉形象的色彩设计,为饮料行业在品牌形象发展方面提供有力的参考。研究通过文献资料查找、市场实践考察及案例分析、消费者问卷调查三种方法,对目前我国饮料市场中的消费者、品牌饮料案例及色彩的品牌视觉形象进行剖析,结合心理学、品牌学等诸多学科知识对色彩设计进行了深入地思考和探讨。饮料品牌形象设计中的色彩研究不仅是为饮料产品完成色彩外观设计,更重要的是奠定饮料品牌形象的色彩,充分体现饮料品牌理念,并将色彩贯穿于品牌形象传播过程中,完成“人——心——色彩——物质”的和谐与统一。
[Abstract]:With the passage of time, life has changed, beverage has become an indispensable commodity on the shelf. This topic mainly takes this type of product as the research platform, with color as the research point, from color perception, color, color, Starting with color association and color design, this paper analyzes the color design of brand visual image in beverage industry, and provides a powerful reference for the development of brand image in beverage industry. Through literature research, market practice investigation and case analysis, and consumer questionnaire survey, this paper analyzes the visual image of consumers, brand beverage cases and colors in the beverage market of our country at present. Combined with psychology, brand science and many other disciplines of knowledge on color design in-depth thinking and discussion. The color research in beverage brand image design is not only to complete the color appearance design for the beverage product, but also to lay the color of the beverage brand image, fully embody the beverage brand idea, and run through the color in the brand image transmission process. Complete the harmony and unity of "man-heart-color-matter".
【学位授予单位】：苏州大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2;F407.82

【引证文献】