中医药文化视阈下的“广誉远”品牌视觉形象设计研究

发布时间：2018-09-09 12:59

【摘要】：目的以传统中医药文化为切入点,研究利用中医药文化内涵塑造中药老字号品牌视觉形象设计。方法以山西中药老字号"广誉远"为研究对象,分析中药老字号品牌发展滞后的原因及存在的问题,从品牌的标志、色彩以及精神文化角度探索利用中医药文化进行品牌视觉形象设计。结论中药老字号品牌的视觉形象设计要以发掘传统中药文化内涵为基础,利用企业悠久的历史与独特的品牌文化与受众沟通,整合品牌自身内在形象力,寻求中药老字号品牌在视觉形象上的创新和突破,建立形象饱满、个性鲜明的品牌视觉形象识别系统,确保中药老字号向现代品牌转换。
[Abstract]:Objective to use the traditional Chinese medicine culture as a breakthrough point to study the use of traditional Chinese medicine cultural connotation to shape the traditional Chinese medicine brand visual image design. Methods taking Shanxi traditional Chinese medicine old brand "Guang Yu Yuan" as the research object, analyzed the reason and the existing problem of the traditional Chinese medicine old brand development lag, from the brand mark, Color and spiritual culture to explore the use of traditional Chinese medicine culture for brand visual image design. Conclusion the visual image design of traditional Chinese medicine brand should be based on excavating the connotation of traditional Chinese medicine culture, making use of the long history of enterprise and the unique brand culture to communicate with the audience, so as to integrate the inherent image power of the brand itself. In order to ensure the transformation from the traditional Chinese medicine brand to the modern brand, this paper seeks for the innovation and breakthrough in the visual image of the traditional Chinese medicine brand, and establishes a brand visual image recognition system with full image and distinct personality to ensure the transformation from the traditional Chinese medicine brand to the modern brand.
【作者单位】：太原工业学院;
【基金】：2013年山西省教育科学规划课题(GH-13119) 2016年度山西省哲学社会科学规划课题《体现晋商文化的旅游纪念品品牌化设计研究》成果太原工业学院青年(后备)学科带头人支持计划资助”(Supported by Program for the(Reserved)Discipline Leaders of Taiyuan Institute of Technology)阶段成果
【分类号】：J524

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