设计理念与品牌运营

发布时间：2018-09-13 13:27

【摘要】： 在这个千奇百怪的世界上,存在着许多经典的美,而这种美都是有些被设计出来的,走在大自然中感受着自然之作,走在城市中感受着人类的奇迹,无论是出自大自然之手还是人类,它都意味着一个时代,一个标志.这种美都是在为人类服务,使这个世界更加有魅力。设计有分好坏之分,大自然的缺陷会使人类陷入恐慌和困境,人类设计的缺陷除了对自己不负责外也会影响到整个城市的容貌.人类设计包括很多种,有纯艺术的,也有纯商业的等等,其中在企业品牌运营中也加入了不少两者合一的设计元素.且设计种类也分很多种:3D动画设计,建筑设计,平面设计等。尚且不说对城市美观的影响,就对企业本身而言,平面设计在品牌运营中起着举足轻重的作用;有句俗话:“人靠衣装”,而企业的形象靠的是品牌,品牌靠的是设计和实力,设计理念的缺乏会导致企业无法将自己的形象正确有效的推广出去,只有设计理念与品牌营销正确的整合营销传播才可以使企业的形象正确的传达给市场,从而使企业获益。这里就围绕着设计理念在品牌运营中的作用进行研究.本文首先阐述了品牌的概念界定,说明了研究对象、背景;并且研究品牌运营和平面设计之间关系的价值所在,和部分理论依据来论证其之间不可分割的关系。其次在品牌运营中,设计理念在其运营中的价值与功效,并且与品牌运营的重要性和主导作用。利用理论与实际相结合的手法,把设计理念运用在品牌运营中的各个环节的重要性挖掘出来, 本文课题主要围绕着品牌的概念界定与设计理念在品牌运营中的价值、重要性;品牌运营中设计理念主要贯穿的环节与传播方式;品牌运营中所需平面设计的种类及介绍着三个方面来做研究与论述。第一部分:本文首先主要讲的是整个论文课题所研究的对象、背景,并用适当的论证依据来论证其研究的及价值所在。并证明设计理念在品牌运营中的重要性。在当今社会,无论主观发现还是客观观察、宏观调控还是微观调节,其中都充满着激烈的竞争。当中为了生存与发展而建立了各种形式的企业,便也形成了市场;使原始的无形市场变成了先进的有形市场,因此市场竞争由此开始激进的蔓延着。各个企业为了赢得最大的市场份额和利益,便利用各种手段达到其最终目的一盈利,其中最为常用就是利用平面设计语言来传播企业品牌所要向市场表达的情感与信息,这也是必不可少的途径和方式。第二部分:上部分证明了企业品牌的发展和运营中,设计理念的重要性后,便开始逐步细分设计理念,使其更好的融入在品牌运营当中。虽然设计理念是品牌运营中必不可少的一部分,并且两者也是相互依赖的,品牌运营者需要不断的把正确的品牌理念与设计团队沟通,而设计团队也需要利用其专业性利用设计语言正确的表达出其理念情感和信息给消费者。但也不可乱用,需要根据品牌运营中不同环节的需要和正确理念的传达而应用。设计理念更需要深层次的分析和研究才可运用在企业品牌运营之中,再以不同的传播方式将其理念传播给消费者,使其正确的理解企业所要传播的信息,并造成购买行为。其顺序与方式需得到正确运用和引导,反之将会造成负面效果,变成不可挽回的残局。第三部分:上述两部分已经明确的解释了设计理念在品牌运营中的作用,和其相互之间的依赖性。这部分就主要的阐述下在品牌运营中所需要的平面设计的种类,并结合一些案例来强化说明其重要性。有一句话叫做:“人要有脸,树要有皮,品牌要有LOGO”商业的繁荣带动我们已经迈入了一个LOGO狂欢的时代。当然企业光凭一个LOGO来发展是不够的,它还需要利用LOGO的延伸来不断地完善企业品牌的包装和宣传,这部分叫做VIS延伸。它的重要性对于企业来说就像人们需要穿漂亮的衣服来包装自己一样;人的内涵是用知识和见识来填充,那外部的包装就靠各式各样的服装来表现;企业也一样,它的内涵由其领导层的思想理念而决定,那外部的包装就需要VIS来表现。在这章当中分别列出了其品牌运营中所需要品牌设计的种类和好坏之分,分别利用理论和部分案例来论述了其各个种类的重要性。深刻的表达了设计理念在企业品牌运营中的价值所在。
[Abstract]:In this strange world, there are many classical beauty, and some of this beauty is designed, walking in the nature to feel the natural works, walking in the city to feel the miracle of mankind, whether it is from the hands of nature or mankind, it means an era, a symbol. This beauty is in the service of mankind. To make the world more attractive.
Design can be divided into good and bad, the defects of nature will make mankind into panic and predicament, the defects of human design will affect the appearance of the whole city in addition to their own irresponsibility. There are many kinds of design elements: 3D animation design, architectural design, graphic design and so on.
Not to mention the impact on the city's beauty, as far as the enterprise itself, graphic design plays a pivotal role in the operation of the brand; there is a saying: "people rely on clothes", and the image of the enterprise depends on the brand, brand depends on design and strength, the lack of design concepts will lead to enterprises can not properly and effectively promote their own image. Going out, only design concept and brand marketing correct integrated marketing communication can make the image of the enterprise correctly communicated to the market, so as to benefit enterprises.
This paper studies the role of design concept in brand operation. Firstly, this paper expounds the definition of brand, explains the research object and background, and studies the value of the relationship between brand operation and graphic design, and some theoretical basis to prove the indivisible relationship between them. The value and effect of design concept in its operation, and the importance and leading role of brand operation. By combining theory with practice, the importance of design concept in every link of brand operation is excavated.
This paper focuses on the definition of brand concept and the value and importance of design concept in brand operation; the links and communication methods of design concept in brand operation; the types of graphic design needed in brand operation and the introduction of three aspects to do research and discussion.
The first part: This paper mainly talks about the research object and background of the whole thesis, and demonstrates its research and value with appropriate argumentation basis, and proves the importance of design concept in brand operation.
In today's society, both subjective discovery and objective observation, macro-control and micro-regulation are full of fierce competition. In order to survive and develop, various forms of enterprises have been established, and the market has been formed; the original invisible market has become an advanced tangible market, so the market competition has begun to radical tendrils. It is delayed.
In order to gain the biggest market share and profit, every enterprise can use all kinds of means to achieve its ultimate goal of profit. The most common one is to use graphic design language to disseminate the emotion and information that the enterprise brand wants to express to the market. This is also an essential way and way.
The second part: The first part proves the importance of the design concept in the development and operation of the enterprise brand, and then gradually subdivides the design concept to make it better integrated into the brand operation.
Although design concept is an essential part of brand operation, and the two are interdependent, brand operators need to constantly communicate the correct brand concept and design team, and design team also need to use its professional use of design language to correctly express their ideas, feelings and information to consumers. Misuse needs to be applied according to the needs of different links in brand operation and the transmission of correct concepts.Design concepts need more in-depth analysis and research before they can be used in enterprise brand operation. Behavior. Its order and manner should be correctly used and guided, otherwise it will cause negative effects and become irreversible.
Part III: The above two parts have clearly explained the role of design concept in brand operation and its interdependence. This part mainly elaborates the types of graphic design needed in brand operation, and illustrates its importance with some cases.
There is a saying that "people have a face, trees have bark, brands have LOGO" commercial prosperity has led us into a LOGO Carnival era. Of course, a LOGO business to develop alone is not enough, it also needs to use the extension of LOGO to constantly improve the packaging and promotion of corporate brands, this part is called VIS extension. It is heavy. For enterprises, essentiality is just like people need to wear beautiful clothes to wrap themselves; people's connotation is filled with knowledge and insight, and the external packaging depends on a variety of clothes to express; enterprises, too, its connotation is determined by the ideas of its leadership, and the external packaging needs to be expressed by VIS. It lists the types of brand design needed in the brand operation, and discusses the importance of each type by using theory and some cases. It deeply expresses the value of design concept in the brand operation of enterprises.
【学位授予单位】：武汉理工大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F273.2

【共引文献】