贡润祥新茶语品牌视觉形象设计研究

发布时间：2018-05-16 03:30

本文选题：贡润祥新茶语 + 品牌　；参考：《昆明理工大学》2017年硕士论文

【摘要】：贡润祥新茶语品牌将自身定位于一种全新意义的茶吧。给繁忙都市生活中的女性营造一个放松、休闲的空间,享受生活。通过品牌视觉形象的塑造,将品牌的文化和核心价值展示给消费者。通过视觉的方式,在消费者与品牌之间建立起相互认识和了解的桥梁,为品牌打开市场的大门。品牌视觉形象的设计通过对市场的前期调研,消费者的心理研究、竞争对手的调查和分析,确定贡润祥新茶语品牌的市场定位和核心价值。针对贡润祥新茶语品牌定位,设计了四套方案。方案一是以中国的、传统的图形元素与云南最具代表性的孔雀图案相结合,体现东方之美,以及品牌优雅、高贵的气质;方案二,从汉字的书写方式出发,用品牌标志体现笔画的节奏、韵律之美,色彩上讲究朴素、雅致的简洁之美;方案三以简约、时尚的设计手法,体现品牌的一种态度,看似简化的文字图形,实际上是对细节的极度考究,体现品牌精工细作的专业态度;方案四以云南之南为出发点,体现云南独有的民族特色,将民族特色与时尚结合起来,展现品牌的独特文化内涵。四套设计根据品牌目标人群的定位,使用不同的表现方式,传统的中式风格与时尚的设计元素相结合,向消费者传递“优雅、健康”的品牌理念。通过这次对贡润祥新茶语品牌系统化的设计,使企业能够更加了解视觉形象的塑造对品牌的重要性,使品牌在激烈的市场竞争中取得优势,并且将品牌形象继续延续和优化,最终建立起与消费者之间无法取代的终身关系。
[Abstract]:Gongrunxiang New Tea language brand will position itself in a new meaning of tea bar. Create a relaxing, leisure space for women in busy urban life to enjoy life. The culture and core values of the brand are displayed to the consumers through the creation of the visual image of the brand. Through the visual way, establish the mutual understanding and understanding bridge between the consumer and the brand, open the market door for the brand. The design of brand visual image determines the market orientation and core value of Gongrunxiang New Tea language brand through early market research, consumer psychological research and competitors' investigation and analysis. Aiming at the brand positioning of Gongrunxiang New Tea language, four sets of schemes are designed. Scheme one is a combination of Chinese, traditional graphic elements and Yunnan's most representative peacock pattern, reflecting the beauty of the East, as well as the elegance and nobility of the brand; Plan two, starting from the way Chinese characters are written, Use the brand logo to reflect the rhythm of stroke, the beauty of rhythm, the beauty of simplicity and elegance in color; the third, with a simple and fashionable design technique, reflects an attitude of the brand, seemingly simplified text and graphics, In fact, it is the extreme study of the details, which reflects the professional attitude of the brand. The fourth plan takes the south of Yunnan as the starting point, embodies the unique national characteristics of Yunnan, combines the national characteristics with the fashion, and shows the unique cultural connotation of the brand. Four sets of designs according to the brand target population localization, uses the different expression way, the traditional Chinese style and the fashion design element unifies, conveys to the consumer the "elegant, healthy" brand idea. Through the systematic design of the brand of Gongrunxiang New Tea language, enterprises can better understand the importance of visual image shaping to the brand, make the brand gain advantages in the fierce market competition, and continue and optimize the brand image. Finally, the establishment of a life-long relationship with consumers can not be replaced.
【学位授予单位】：昆明理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：J524

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