情感化设计与品牌情感识别

发布时间：2018-03-15 20:42

本文选题：情感化设计　切入点：品牌情感　出处：《湖南大学》2007年硕士论文　论文类型：学位论文

【摘要】： 人类社会已经进入了二十一世纪,科学技术的发展日新月异。人类社会已由工业社会转变成信息社会或后工业社会。由于人们的物质文化生活的大大丰富,曾经只满足质量功能的千篇一律的产品已不足以满足人们日益增长的对精神领域的追求。人们在享受功能的同时,还需要享受其使用过程,并追求产品的美感,体现个人的品位,个性,情趣,乃至个人地位。“品牌情感”或“品牌依恋”由此产生。要创建品牌情感,建立起人民对品牌的信赖,设计是首要因素。实践证明,真正能在残酷的市场竞争环境中长久立于不败之地的正是那些建立了自己的企业文化,有着自己完美独特的设计风格,并形成了自己完善的品牌识别系统的企业。本文的研究涉及到心理学,产品语意学,色彩学,设计美学品牌设计效果理论等几个领域。本文的创新性结果是通过对情感化研究,结合色彩情感研究,以及产品语意学对产品形态的影响研究,较全面深刻的提供了作为产品造型创新研究的切入点和创新点;主张从情感化设计为创意的切入点,设计出具有情感意义的,能够打动人的具有本能的,行为的,反思的优秀产品,通过情感化设计建立中国特色的品牌情感。后将以上研究所得出的一些方法与结果运用到宁波菲特清洗机和电吹风设计的实践项目中,将理论与实践相结合。在欧美等国家,对情感化设计与企业品牌情感理论的实践性的研究与应用已经比较成熟了,而在我国,还没能意识到情感化设计和品牌情感时代的到来,相信本次研究的关于情感化设计中创建出具有中国特色的品牌设计语言和品牌情感提供一个崭新的视角,为我国企业的品牌情感和品牌设计语言的建设提供一些有价值的参考。
[Abstract]:In 21th century, human society has entered the rapid development of science and technology. Human society has changed from industrial society to information society or post-industrial society. Once only satisfied with the quality of the same products are not enough to meet the growing pursuit of the spiritual field. While enjoying the function, people also need to enjoy the process of its use, and the pursuit of the beauty of the product, "Brand emotion" or "brand attachment" arises from personal taste, personality, interest and even personal status. To create brand emotion and build people's trust in brand, design is the primary factor. Those who have established their own corporate culture, have their own perfect and unique design style, and have formed their own perfect brand identification system are the enterprises that can really stand in an invincible position in the cruel market competition environment for a long time. The research of this paper involves several fields such as psychology, product semantics, color science, design aesthetics brand design effect theory and so on. As well as the research on the influence of product semantics on product form, it provides the breakthrough point and innovation point of product modeling innovation research comprehensively and profoundly, and advocates that from emotional design to creative entry point, the design has emotional significance. An excellent product that can impress people with instinct, behavior, reflection, Through the emotional design to establish the brand emotion with Chinese characteristics. Then some methods and results obtained by the above research are applied to the practical project of Ningbo Fitte cleaning machine and hair dryer design. The theory and practice are combined. In Europe and the United States and other countries, the practical research and application of emotional design and enterprise brand emotional theory has been relatively mature, but in our country, we have not yet been aware of emotional design and the arrival of the brand emotional era. It is believed that the brand design language and brand emotion with Chinese characteristics in the emotional design of this study provide a new perspective, and provide some valuable reference for the construction of brand emotion and brand design language in Chinese enterprises.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2007
【分类号】：J504

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