中国传统图形与品牌视觉形象设计研究
发布时间：2018-09-14 07:03
【摘要】： 随着改革开放的深入和我国加入世界贸易组织,品牌战略在当代社会政治、经济、文化中愈来愈发挥出重要的作用。品牌战略是以品牌视觉形象构建为核心的一种竞争战略,传统图形在现代品牌视觉形象设计中占有重要作用。传统图形不但是中国各族人民在长期的历史活动中所形成的独特的世界观、价值观、道德观、美学标准的视觉体现,也是对中华民族的感情素质、生活特色、道德伦理、文化传统、社会制度、风俗习惯、思维方式等方面的高度认同和归属。品牌视觉形象设计无论是外在形式还是内在意蕴,都展示着一个民族前进的历史轨迹和文化传统。 本论文试图从纷乱庞杂的品牌视觉形象的表象中,理清技术、文化、媒介对传统图形的影响,发现传统图形运用于当代品牌视觉形象设计中理念、形式、传播层面的微妙变化,并对内在成因和历史的必然性进行深入探讨；对品牌视觉形象设计的认知规律进行归纳,整理出有效提高品牌视觉形象认知度的策略。从构形观念、表现形式、传播方式、符号关系等多个方面论述中国传统图形在品牌视觉形象中运用的变化与发展,探索品牌视觉形象设计在信息时代下数字化、系统化、多元化的发展趋向。 本文共分为四章来阐述对传统图形与品牌视觉形象设计的研究成果。第一章,中国传统图形与品牌视觉形象设计概述,主要将中国传统图形与品牌视觉形象设计这两个概念进行简要介绍,重点阐述了经济发展背景下品牌形象战略的构建、传统图形与品牌形象整合的前提以及传统图形与品牌形象整合的文化身份认同及策略。第二章,传统文化与品牌视觉形象,重点阐述了传统文化与品牌视觉形象的关系及传统文化思想在品牌视觉形象设计中的体现两方面内容。第三章,传统图形与品牌视觉形象的符号学解析,这一章对符号学的历史及发展趋势进行了简要介绍与分析,创新点在于将已在产品设计中发展较为完善的符号学理论引入到了对传统图形与品牌视觉形象研究中。第四章,传统图形在品牌视觉形象设计中的运用方法,主要阐述了传统视觉思维对在品牌视觉形象设计的作用。本章的创新点在于对抄袭、思维“撞衫”与创新这三个概念的辨析,以及对几个国外最新的将中国传统图形在品牌视觉形象中的运用案例,进行了详细的阐析,将国外的研究和实践经验,当做对中国设计人运用中国传统图形到品牌视觉形象中进行创新设计的参考与启示。
[Abstract]:With the deepening of reform and opening up and China's accession to the World Trade Organization, brand strategy plays an increasingly important role in contemporary politics, economy and culture. Brand strategy is a competitive strategy with the construction of brand visual image as the core. Traditional graphics play an important role in modern brand visual image design. Traditional graphics are not only the visual embodiment of the unique world outlook, values, morality and aesthetic standards formed by the Chinese people of all nationalities in the long historical activities, but also the emotional quality, characteristics of life, and moral ethics of the Chinese nation. Cultural traditions, social systems, customs, ways of thinking and other aspects of high identity and ownership. Brand visual image design shows the historical track and cultural tradition of a nation whether it is external form or internal meaning. This paper attempts to clarify the influence of technology, culture and media on traditional graphics from the complicated visual image of brand, and find that traditional graphics are used in the design of contemporary visual image of brand, and the subtle changes in concept, form and communication level are found. And the inherent causes and historical inevitability are discussed deeply, and the cognitive rules of brand visual image design are summarized, and the strategies to effectively improve brand visual image recognition are put forward. This paper discusses the changes and development of the application of Chinese traditional graphics in the brand visual image from the aspects of the concept of configuration, the form of expression, the mode of communication, the relationship of symbols, and so on, and explores the digitization and systematization of the design of the visual image of the brand in the information age. The trend of diversification. This paper is divided into four chapters to explain the traditional graphics and brand visual image design research results. The first chapter is an overview of Chinese traditional graphics and brand visual image design. The two concepts of Chinese traditional graphics and brand visual image design are briefly introduced, with emphasis on the construction of brand image strategy under the background of economic development. The premise of the integration of traditional graphics and brand image and the cultural identity and strategy of integration of traditional graphics and brand image. The second chapter, traditional culture and brand visual image, focusing on the relationship between traditional culture and brand visual image and the traditional cultural thinking in the design of brand visual image two aspects. The third chapter, the semiotics analysis of traditional graphics and brand visual image, briefly introduces and analyzes the history and development trend of semiotics. The innovation lies in introducing the semiotics theory, which has been developed in product design, into the study of traditional graphics and brand visual image. The fourth chapter, the application of traditional graphics in brand visual image design, mainly expounds the role of traditional visual thinking in brand visual image design. The innovation of this chapter lies in the discrimination and analysis of the three concepts of plagiarism, thinking "blacking" and innovation, as well as a detailed analysis of several foreign cases of the latest application of Chinese traditional graphics in the visual image of the brand. Foreign research and practical experience, as a reference and inspiration for Chinese designers to use Chinese traditional graphics to brand visual image for innovative design.
【学位授予单位】：中央民族大学
【学位级别】：博士
【学位授予年份】：2010
【分类号】：J524
本文编号：2241924
[Abstract]:With the deepening of reform and opening up and China's accession to the World Trade Organization, brand strategy plays an increasingly important role in contemporary politics, economy and culture. Brand strategy is a competitive strategy with the construction of brand visual image as the core. Traditional graphics play an important role in modern brand visual image design. Traditional graphics are not only the visual embodiment of the unique world outlook, values, morality and aesthetic standards formed by the Chinese people of all nationalities in the long historical activities, but also the emotional quality, characteristics of life, and moral ethics of the Chinese nation. Cultural traditions, social systems, customs, ways of thinking and other aspects of high identity and ownership. Brand visual image design shows the historical track and cultural tradition of a nation whether it is external form or internal meaning. This paper attempts to clarify the influence of technology, culture and media on traditional graphics from the complicated visual image of brand, and find that traditional graphics are used in the design of contemporary visual image of brand, and the subtle changes in concept, form and communication level are found. And the inherent causes and historical inevitability are discussed deeply, and the cognitive rules of brand visual image design are summarized, and the strategies to effectively improve brand visual image recognition are put forward. This paper discusses the changes and development of the application of Chinese traditional graphics in the brand visual image from the aspects of the concept of configuration, the form of expression, the mode of communication, the relationship of symbols, and so on, and explores the digitization and systematization of the design of the visual image of the brand in the information age. The trend of diversification. This paper is divided into four chapters to explain the traditional graphics and brand visual image design research results. The first chapter is an overview of Chinese traditional graphics and brand visual image design. The two concepts of Chinese traditional graphics and brand visual image design are briefly introduced, with emphasis on the construction of brand image strategy under the background of economic development. The premise of the integration of traditional graphics and brand image and the cultural identity and strategy of integration of traditional graphics and brand image. The second chapter, traditional culture and brand visual image, focusing on the relationship between traditional culture and brand visual image and the traditional cultural thinking in the design of brand visual image two aspects. The third chapter, the semiotics analysis of traditional graphics and brand visual image, briefly introduces and analyzes the history and development trend of semiotics. The innovation lies in introducing the semiotics theory, which has been developed in product design, into the study of traditional graphics and brand visual image. The fourth chapter, the application of traditional graphics in brand visual image design, mainly expounds the role of traditional visual thinking in brand visual image design. The innovation of this chapter lies in the discrimination and analysis of the three concepts of plagiarism, thinking "blacking" and innovation, as well as a detailed analysis of several foreign cases of the latest application of Chinese traditional graphics in the visual image of the brand. Foreign research and practical experience, as a reference and inspiration for Chinese designers to use Chinese traditional graphics to brand visual image for innovative design.
【学位授予单位】：中央民族大学
【学位级别】：博士
【学位授予年份】：2010
【分类号】：J524
【引证文献】
相关硕士学位论文 前1条
1 陶乐;浅析公共标志设计中符号的特性[D];江西师范大学;2012年
，本文编号：2241924
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