品牌视觉形象设计延展性研究

发布时间：2018-05-05 07:57

本文选题：品牌 + 视觉形象设计　；参考：《昆明理工大学》2009年硕士论文

【摘要】：本文通过研究和总结当前品牌视觉形象设计的发展历程,并剖析品牌视觉形象设计与目标消费群“人”和市场营销的内在联系,深入分析视觉形象设计的延展趋势,为现代品牌视觉形象设计提供有效的指导性设计借鉴和理论参考。企业在发展、产品在更新、市场在变化,消费者需求日益提高,品牌的视觉形象定位也需要随着需求方向的转变而进行调整升级,以符合新时代的需求。面对数字技术的飞速发展,市场全球化的形成,这必然会使品牌视觉形象设计的内容和形式不断扩大,其传播的途径和方式也会更具表现性和活力,这必将会迎来品牌视觉形象设计的崭新的时代。本论文共分为六章。第一章为绪论,主要阐述本课题研究的背景、意义、目的、思路和方法等内容；第二章,我们将在时间的长河中追溯品牌视觉形象的发展历程,梳理其历史的发展脉络,为推演品牌视觉形象的延展提供线索和依据；第三章,主要总结概括品牌视觉形象设计的设计表现与延展原则,总结性的提出品牌视觉形象设计延展的基本准则；第四章和第五章为本论文研究的重点,把品牌视觉形象设计与目标消费群“人”和市场营销作为统一的整体而进行分析,按照目标消费群—品牌传播营销—视觉形象设计—企业文化理念这种逆序的思维方式,从目标消费群的个性化审美需求出发,在科技进步、多元文化的时代环境中,结合品牌视觉形象设计变化的最新信息,推演品牌视觉形象设计的延展趋势及未来发展的可能性。全文运用多学科交叉知识从消费心理和市场营销的角度分析了品牌视觉形象设计的延展因素,并结合国内外最新设计案例,剖析其延伸发展趋势与方向。抛砖之为引玉,希望更多的设计师和研究人员能够关注品牌视觉形象设计的现代化进程,为企业创作出更具生命力的优秀作品,更好的解决现实问题。
[Abstract]:By studying and summarizing the development course of brand visual image design at present, and analyzing the inherent relation between brand visual image design and target consumer group "person" and marketing, this paper deeply analyzes the extending trend of visual image design. For modern brand visual image design to provide effective guiding design reference and theoretical reference. Enterprises are developing, products are updating, the market is changing, consumer demand is increasing day by day, the visual image positioning of brand also needs to be adjusted and upgraded with the change of demand direction to meet the needs of the new era. In the face of the rapid development of digital technology and the formation of market globalization, it will inevitably make the content and form of brand visual image design expand constantly, and the ways and means of its dissemination will also be more expressive and dynamic. This will usher in a brand new era of visual image design. This thesis is divided into six chapters. The first chapter is the introduction, which mainly describes the background, significance, purpose, ideas and methods of this research. The second chapter, we will trace the development of brand visual image in the long river of time, and sort out the historical development context. The third chapter summarizes the design performance and extension principle of brand visual image design, and puts forward the basic criteria of brand visual image design extension. The fourth and fifth chapters are the emphases of this thesis, which take brand visual image design and target consumer group "people" and marketing as a unified whole. According to the reverse thinking mode of target consumption group, brand communication marketing, visual image design and enterprise culture concept, starting from the individualized aesthetic demand of target consumer group, in the era of scientific and technological progress and multiculturalism, Combined with the latest information of brand visual image design, the extending trend of brand visual image design and the possibility of future development are deduced. This paper analyzes the extension factors of brand visual image design from the point of view of consumption psychology and marketing by using multidisciplinary cross-knowledge, and analyzes its extension development trend and direction by combining with the latest design cases at home and abroad. Cast bricks for the jade, hope more designers and researchers can pay attention to the brand visual image design modernization process, for the enterprise to create more vitality of outstanding works, better solution to practical problems.
【学位授予单位】：昆明理工大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F273.2

【参考文献】