插画艺术在品牌形象设计中的应用研究
发布时间：2018-08-14 18:00
【摘要】：大批量生产的商品日益丰富了消费品市场,消费需求和消费水平得到了空前的提高,商品如何在激烈的市场竞争中脱颖而出,获得一番经济效益成为每个企业要解决的头等问题。企业迫于竞争需要构建自身的总体形象即品牌形象,是企业立于全球经济竞争的有效途径。品牌形象具有突出商品个性、彰显商品内涵、反映企业文化等功能。那么品牌形象与手绘插画相结合是不错的选择。插画在历史时期是作为一种艺术的手法,现如今越来越多的品牌把手绘插画运用在品牌设计中,从而取得不错的反响。本文整理了插画的定义以及历史的演变,梳理了中西方商业插图的发展,分析了把插画应用在商业领域的著名案例,为插画在品牌形象设计的应用提供坚实的理论基础。结合心理学,品牌学等对消费者行为进行分析,以及知名插画师的作品在商业中的应用,分析其创作理念、创作方法等因素。最后又分析了插画运用在品牌形象中的必然性和优势,同时创作毕业设计插画,理论与实践相结合,进一步深入探讨手绘插画对品牌形象设计的重要的作用及意义。
[Abstract]:Mass production of goods increasingly enriched the consumer goods market, consumer demand and consumption level has been unprecedented improvement, how goods stand out in the fierce market competition, To obtain some economic benefits has become the first-class problem to be solved by every enterprise. It is an effective way for enterprises to build their own overall image, that is, brand image, in the global economic competition. Brand image has the function of highlighting commodity individuality, showing commodity connotation and reflecting enterprise culture. So brand image and hand-painted illustration combination is a good choice. Illustration is a kind of artistic technique in the historical period. Nowadays, more and more brands use hand-painted illustration in brand design, thus obtaining a good response. This paper arranges the definition and historical evolution of illustration, combs the development of commercial illustrations between China and the West, analyzes the famous cases of illustration application in commercial field, and provides a solid theoretical basis for the application of illustration in brand image design. Combined with psychology, brand theory and so on, this paper analyzes the consumer behavior, and the application of famous illustrator's works in business, analyzes its creative idea, creative method and other factors. Finally, it analyzes the inevitability and advantage of the use of illustration in brand image, and at the same time, creates graduation design illustration, combines theory with practice, and further probes into the important role and significance of hand-painted illustration in brand image design.
【学位授予单位】：合肥工业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：J218.5;J524
本文编号：2183661
[Abstract]:Mass production of goods increasingly enriched the consumer goods market, consumer demand and consumption level has been unprecedented improvement, how goods stand out in the fierce market competition, To obtain some economic benefits has become the first-class problem to be solved by every enterprise. It is an effective way for enterprises to build their own overall image, that is, brand image, in the global economic competition. Brand image has the function of highlighting commodity individuality, showing commodity connotation and reflecting enterprise culture. So brand image and hand-painted illustration combination is a good choice. Illustration is a kind of artistic technique in the historical period. Nowadays, more and more brands use hand-painted illustration in brand design, thus obtaining a good response. This paper arranges the definition and historical evolution of illustration, combs the development of commercial illustrations between China and the West, analyzes the famous cases of illustration application in commercial field, and provides a solid theoretical basis for the application of illustration in brand image design. Combined with psychology, brand theory and so on, this paper analyzes the consumer behavior, and the application of famous illustrator's works in business, analyzes its creative idea, creative method and other factors. Finally, it analyzes the inevitability and advantage of the use of illustration in brand image, and at the same time, creates graduation design illustration, combines theory with practice, and further probes into the important role and significance of hand-painted illustration in brand image design.
【学位授予单位】：合肥工业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：J218.5;J524
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