读书郎品牌优化与卡通形象设计

发布时间：2018-04-15 06:18

本文选题：读书郎 + 卡通形象设计　；参考：《深圳大学》2017年硕士论文

【摘要】：在互联网+时代背景下,信息流通速度加快,导致产品之间的差异逐步缩小,产品同质化严重,品牌竞争日趋激烈,依靠基本的logo及VI视觉设计塑造品牌形象的传统方法,在当今时代背景下正逐渐失去影响力,个性化的卡通形象辅助品牌建设越来越受欢迎,如何通过个性化的卡通形象设计使品牌在商业竞争的红海中脱颖而出,获得用户对品牌的青睐,成为现今品牌主和设计师不得不深入思考和亟待解决的问题。品牌卡通形象设计的目的是为了帮助品牌提升其在用户心目中的影响力,强化用户的品牌忠诚度,所以在整个设计中关注用户的心理诉求就显得尤为重要。论文的创新之处在于设计全过程以“以用户为中心的设计”理念作为理论指导,在设计的整个过程中持续关注用户需求,提高用户参与度,包括设计前的用户调研分析,设计中根据用户测试而不断调整优化设计。本文以读书郎品牌卡通形象设计为研究对象,通过前期案例分析和理论研究,总结出卡通形象的设计思路,基于用户调研把握用户需求,详实记录设计全过程及细节,用前期的理论研究结果指导后期设计实践,同时又通过后面的设计实践过程来论证和丰富理论研究,对之后其他品牌卡通形象设计具有一定的指导和借鉴意义。
[Abstract]:Under the background of the Internet era, the speed of information circulation is speeding up, which leads to the gradual narrowing of the difference between products, the serious homogeneity of products, the increasingly fierce competition of brands, and the traditional method of building brand image by relying on basic visual design of logo and VI.Under the background of the present era, it is gradually losing its influence, and the individualized cartoon image is becoming more and more popular. How to make the brand stand out in the red sea of commercial competition through the personalized cartoon image design,Getting the user's favor of the brand has become a problem that the brand owners and designers have to think deeply and solve urgently.The purpose of the brand cartoon image design is to help the brand enhance its influence in the user's mind, strengthen the brand loyalty of the user, so it is very important to pay attention to the psychological appeal of the user in the whole design.The innovation of the thesis lies in the fact that the whole design process is guided by the idea of "user-centered design". In the whole process of design, the user needs are continuously concerned, and the user participation is improved, including the user investigation and analysis before the design.In the design according to the user test and continuously adjusts the optimization design.This paper takes Yuulang brand cartoon image design as the research object, through the previous case analysis and the theory research, summarizes the cartoon image design idea, grasps the user demand based on the user investigation, records the entire process and the details of the design in detail.Using the previous theoretical research results to guide the later design practice, and at the same time through the later design practice process to demonstrate and enrich the theoretical research, which has a certain guiding and reference significance for other brand cartoon image design.
【学位授予单位】：深圳大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：J524

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