论企业形象识别与品牌构筑中的标准色设计

发布时间：2018-04-19 00:04

本文选题：视知觉 + 企业标准色　；参考：《内蒙古师范大学》2008年硕士论文

【摘要】： 在信息时代,“认同危机”是企业要解决的突出问题。企业形象战略,统一识别系统(CI)的导入,使企业找到了制胜的法宝,增强了企业的知名度,树立了企业品牌形象,提高了产品的市场竞争力。这种整体设计又以标志、色彩最为突出,形成一种企业视觉形象的冲击和扩张,让受众更容易识别和记忆,有利于企业品牌形象的构筑。色彩在企业形象识别设计中被定义为企业标准色,它是一种特殊的语言,企业标准色在宣传企业、树立品牌形象战略中的作用不容忽视。因为色彩可以超越国界、地域的限制,在传递信息方面更为直观,更为简洁,同时,色彩在不同时间、空间的影响也超过了语言文字、图形符号,更有利于企业品牌形象的整体性,也能更容易为受众所记忆。论文通过企业标准色在企业视觉设计系统中的实际应用,分析了色彩对企业整体形象识别、品牌构筑的重要作用,阐述了随着时代的发展,企业品牌形象也应变化、更新,以适应市场的要求。文章从色彩的营销策略探讨怎样运用色彩语言来进行企业形象识别与品牌构筑,还运用图文结合的形式阐明了企业是如何将色彩很好利用来为树立品牌形象服务的。
[Abstract]:In the information age, "identity crisis" is an outstanding problem to be solved by enterprises.The introduction of corporate image strategy and unified identification system (CII) enables the enterprise to find the magic weapon to win, enhance the reputation of the enterprise, establish the brand image of the enterprise, and improve the market competitiveness of the products.This whole design is marked with the most prominent colors, forming a kind of enterprise visual image impact and expansion, so that the audience can be easier to identify and memory, which is conducive to the construction of enterprise brand image.Color is defined as the enterprise standard color in the enterprise image recognition design. It is a special language. The role of the enterprise standard color in publicizing the enterprise and establishing the brand image strategy can not be ignored.Because color can transcend national boundaries, geographical limitations, in the transmission of information more intuitive, more concise, at the same time, color at different times, the impact of space is also more than language, graphics, symbols,More conducive to corporate brand image integrity, but also easier to be remembered by the audience.Through the practical application of enterprise standard color in the enterprise visual design system, this paper analyzes the important role of color in the identification and brand construction of the whole enterprise image, and expounds that with the development of the times, the brand image of the enterprise should be changed and updated.To meet the requirements of the market.This paper probes into how to use color language to identify and construct enterprise image from the marketing strategy of color, and illustrates how the enterprise can make good use of color to serve the establishment of brand image.
【学位授予单位】：内蒙古师范大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F274

【引证文献】