品牌形象设计中构成元素的意象表达研究
发布时间：2018-08-22 08:23
【摘要】：本文主要研究品牌形象设计中构成元素的意象表达,主要从绪论、解析品牌与品牌形象、意象形态的表达与重构及品牌形象设计中构成元素的意象表达四个方面展开对本课题的研究。现代信息社会的快速发展,人们对生活品质的要求越来越高,品牌形象设计的研究方法和视觉表达形式也千变万化,借助意象表达的视觉表现方法来传达品牌的理念与内涵,使品牌形象设计具有传播性、审美性以及意象性,为人们的生活增添了创意、新颖的视觉环境,并提高受众的审美水平和思维方法。本文的研究内容是:第一章主要是论文研究的前期准备工作,包含研究背景、国内外现状分析、相关工作和课题研究的内容及方法四个方面。第二章主要从品牌的发展与内涵、品牌形象的特征与功能、品牌形象设计的创意内涵以及品牌形象设计的战略特征四个方面综合阐释品牌与品牌形象设计。第三章主要是以意象形态表达中的传播功能分析出联想与想象的表达,象征与寓意及形态表达。因此在品牌形象设计中,要运用最恰当的意象表达手法传播品牌形象的视觉信息,让它展现出最佳的视觉效果与传播形态,从而达到良好的市场效应与经济利益。第四章主要是以品牌构成元素的意象表现形式与品牌传播性及意象构成元素的互动,阐述受众在接受品牌构成元素的意象表达行为时,对品牌形象设计所表达出来的视觉信息进行的认知和理解,即认识方式与形象产生影响,并且产生情感上共鸣和思维上的互动。
[Abstract]:This article mainly studies the image expression of the constituent elements in the brand image design, mainly from the introduction, analyzes the brand and the brand image, The expression and reconstruction of the image form and the image expression of the elements in the design of the brand image are studied in this paper. With the rapid development of modern information society, people are demanding more and more high quality of life, and the research methods and visual expression forms of brand image design are also changing, which conveys the concept and connotation of brand by means of visual expression method of image expression. The brand image design is characterized by spreading, aesthetic and imago. It adds creativity and new visual environment to people's life, and improves the aesthetic level and thinking method of the audience. The research contents of this paper are as follows: the first chapter is the preparatory work of the thesis, including the background of the research, the analysis of the present situation at home and abroad, the related work and the contents and methods of the research. The second chapter mainly explains the brand and brand image design from four aspects: the development and connotation of brand, the characteristics and functions of brand image, the creative connotation of brand image design and the strategic characteristics of brand image design. The third chapter mainly analyzes the expression of association and imagination, symbolism and implication, and form expression with the communication function of image form expression. Therefore, in the design of brand image, we should use the most appropriate image expression technique to spread the visual information of brand image, so that it can show the best visual effect and communication form, so as to achieve good market effect and economic benefit. The fourth chapter is mainly about the interaction between the image expression form of the brand constituent element and the brand communication and the image composition element, and expounds the audience's behavior of accepting the image expression of the brand component element. The cognition and understanding of visual information expressed by brand image design, that is, the influence of cognitive style and image, and the interaction of emotion and thinking.
【学位授予单位】：哈尔滨理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：J524
本文编号：2196539
[Abstract]:This article mainly studies the image expression of the constituent elements in the brand image design, mainly from the introduction, analyzes the brand and the brand image, The expression and reconstruction of the image form and the image expression of the elements in the design of the brand image are studied in this paper. With the rapid development of modern information society, people are demanding more and more high quality of life, and the research methods and visual expression forms of brand image design are also changing, which conveys the concept and connotation of brand by means of visual expression method of image expression. The brand image design is characterized by spreading, aesthetic and imago. It adds creativity and new visual environment to people's life, and improves the aesthetic level and thinking method of the audience. The research contents of this paper are as follows: the first chapter is the preparatory work of the thesis, including the background of the research, the analysis of the present situation at home and abroad, the related work and the contents and methods of the research. The second chapter mainly explains the brand and brand image design from four aspects: the development and connotation of brand, the characteristics and functions of brand image, the creative connotation of brand image design and the strategic characteristics of brand image design. The third chapter mainly analyzes the expression of association and imagination, symbolism and implication, and form expression with the communication function of image form expression. Therefore, in the design of brand image, we should use the most appropriate image expression technique to spread the visual information of brand image, so that it can show the best visual effect and communication form, so as to achieve good market effect and economic benefit. The fourth chapter is mainly about the interaction between the image expression form of the brand constituent element and the brand communication and the image composition element, and expounds the audience's behavior of accepting the image expression of the brand component element. The cognition and understanding of visual information expressed by brand image design, that is, the influence of cognitive style and image, and the interaction of emotion and thinking.
【学位授予单位】：哈尔滨理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：J524
【参考文献】
相关期刊论文 前2条
1 伊延波;;意象造型在视觉传达设计中的审美作用[J];艺术教育;2012年07期
2 伊延波;曹文鼎;;意象思维在标志创意设计中的展示[J];艺术教育;2012年02期
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