小众文化元素在品牌视觉形象中的应用

发布时间：2018-03-27 18:34

本文选题：品牌　切入点：品牌视觉形象　出处：《天津科技大学》2017年硕士论文

【摘要】：过去的经典品牌或是传统“老字号”大多是靠长久积累的信誉和名声得以代代流传。随着商品经济的发展,产品种类不断增加,各类品牌也先后兴起,品牌内涵和品牌视觉的设计的个性化变得越来越重要。斯兹提出品牌应像人一样具有个性的形象,这个个性形象不是单独由品牌产品的实质性内容确定的,还应该包括其他一些内容……至此,对品牌形象的认识进入到品牌的个性层次。消费者的需求日趋个性化,品牌视觉形象也需要讲求“量身定制”。那么,品牌视觉形象与小众文化元素的结合正是符合了这个关于“个性”的观点。本文主要研究小众文化元素在品牌视觉形象中的应用,是以小众文化元素为切入点,通过对小众文化的研究和分析,进一步扩展至对小众消费人群和小众消费心理的探究和分析,由此引出小众文化对品牌和品牌视觉形象设计的作用和影响,在最终提取小众文化设计元素与品牌视觉形象设计相结合,以实现品牌视觉形象的个性化和文化意义。在此过程中,还需要对很多外界因素和品牌设计发展趋势进行考虑,兼顾品牌视觉形象设计的现代性和文化性。品牌会持续不断的发展,品牌视觉形象设计始终都会是品牌视觉设计中值得深入研究的一部分。小众文化元素的加入在一定程度上为品牌视觉形象设计提供了特别的设计元素和定位方向,有助于形成全新的、独特的品牌视觉形象,以满足各方面人群的个性需求。小众化的情感定位会更有利于找出品牌视觉形象与消费心理的结合点,可以帮助品牌创造出更有效的传播沟通效果。对于小众文化元素的运用也要把握好时代背景和消费趋势,需要针对不同的环境和情况进行进一步的研究和设计分析。
[Abstract]:Most of the classic brands or traditional "old brands" of the past have been passed down from generation to generation on the basis of their long-accumulated reputation and reputation. With the development of the commodity economy, the variety of products has been increasing, and various brands have also risen. The brand connotation and the individuation of the brand vision design become more and more important. Sze proposed that the brand should have a personal image, which is not determined by the substantive content of the brand product alone. It should also include some other elements. At this point, the understanding of brand image has entered the brand personality level. Consumers' needs are becoming more and more personalized, and the brand visual image also needs to be "customized". The combination of brand visual image and minority cultural elements is in line with the viewpoint of "individuality". This paper mainly studies the application of minority cultural elements in brand visual image, and takes minority cultural elements as the breakthrough point. Through the research and analysis of the minority culture, it is further extended to the research and analysis of the minority consumer crowd and the minority consumer psychology, which leads to the function and influence of the minority culture on the brand and brand visual image design. In order to realize the individuation and cultural significance of brand visual image, it is necessary to consider a lot of external factors and brand design development trend in the process of extracting minority cultural design elements and combining brand visual image design with brand visual image design. Considering the modernity and culture of brand visual image design, the brand will continue to develop. Brand visual image design will always be a part of brand visual design worthy of further study. The addition of minority cultural elements to a certain extent provides a special design element and orientation for brand visual image design. Help to form a brand new, unique visual image, to meet the individual needs of all aspects of the population. Minority emotional positioning will be more conducive to find out the combination of brand visual image and consumer psychology, It can help the brand to create more effective communication effect. The use of minority cultural elements should also grasp the background of the times and consumption trends, need to further research and design analysis according to different environment and situation.
【学位授予单位】：天津科技大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：J524

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