集体记忆视角下合记烩面品牌形象设计
发布时间：2018-12-11 04:20
【摘要】：本次毕业设计的题目是集体记忆视角下的合记烩面品牌形象设计,以集体记忆理论为基础,从老郑州人这一特定群的回忆视角出发进行设计,将集体记忆理论应用于郑州老字号品牌“合记烩面”的形象设计中。以合记烩面品牌为载体体现出一代又一代郑州人的集体记忆,反映出郑州人最真实的生活态度与文化,使品牌与消费群体建立情感共鸣,获得更好的情感体验,从而加强品牌影响力。需求调研报告,根据本设计以突出体现郑州人的生活态度与文化、增强品牌与消费者的情感联系、引发群体的情感共鸣为目标,对目标消费群体进行调研。首先通过查阅文献、网络搜集就现存资料对“合记烩面”的现状及优劣势进行分析研究。其次通过问卷和访谈两种调查方式了解消费群体喜好,收集设计元素。最后通过对调查数据进行分析整理后总结出更容易激发目标群体怀旧情感的集体记忆内容,从而为品牌形象的设计实践提供参考方向。文献研究报告,根据本设计创作内容的要求,以集体记忆理论为基础,从消费群体的角度进行分析,将研究的关注点上升到消费者的情感层面。首先是对集体记忆理论相关文献进行研究,通过翻阅大量的书籍与文献,进行整理,对集体记忆理论概念及其研究价值和选择标准做出总结。其次,通过分析将集体记忆理论运用设计实践中的相关文献,深入分析将集体记忆理论与本设计结合的社会意义和可行性。总结出在老字号品牌形象设计中集体记忆的选择标准,为合记烩面品牌形象设计实践提供有效的方法。设计过程报告,对本次设计实践过程进行了详细的阐述。根据市场调研的结果和对集体记忆的选择标准的分析结论,针对合记烩面品牌理念,设计元素从合记烩面品牌与郑州共有的文化符号中提取,体现合记烩面的历史与文化内涵、地域特征和乡土风情。设计通过寻找如文化、饮食、物件、方言等充满市民记忆的郑州元素,对图形进行简化,以怀旧兼具时尚的风格表现,来唤起群体对郑州文化的回忆与怀念。总结报告,将集体记忆理论运用在老字号品牌的形象设计中很有必要性。现代社会消费者普遍存在怀旧情感,“合记烩面”这种老字号品牌自身又拥有着丰富的文化内涵,承载着一代又一代人的集体记忆。在设计活动中运用集体记忆能够激起消费者的美好回忆,与品牌建立情感共鸣,从而提升品牌的影响力。
[Abstract]:The topic of this graduation project is the brand image design of hodgepodge in the perspective of collective memory. Based on the theory of collective memory, the design is carried out from the perspective of the memory of the old Zhengzhou people, a special group. The theory of collective memory is applied to the image design of Zhengzhou old brand. The brand of hodgebun reflects the collective memory of Zhengzhou people from generation to generation, reflects the real life attitude and culture of Zhengzhou people, so that the brand and consumer groups establish emotional resonance, and obtain better emotional experience. So as to strengthen brand influence. Demand investigation report, according to this design to highlight the Zhengzhou people's life attitude and culture, enhance the emotional relationship between brands and consumers, cause the emotional resonance of the group as the goal of research on the target consumer groups. Firstly, the current situation, advantages and disadvantages of "hodgepodge noodle" are analyzed and studied on the basis of literature review and network collection. Secondly, through questionnaires and interviews to understand consumer preferences and collect design elements. Finally, through the analysis and collation of the survey data, it summarizes the collective memory content which is easier to arouse the nostalgic emotion of the target group, thus provides the reference direction for the design practice of the brand image. Literature research report, according to the requirements of the content of this design, based on the theory of collective memory, from the perspective of consumer groups, the focus of the study rose to the emotional level of consumers. The first part is to study the relevant literature of collective memory theory, through reading a large number of books and documents, sorting out the concept of collective memory theory and its research value and selection criteria. Secondly, through the analysis of the collective memory theory in the design practice of the relevant literature, in-depth analysis of the collective memory theory and the design of the social significance and feasibility. The selection standard of collective memory in the design of old brand image is summarized, which provides an effective method for the practice of brand image design. The design process report, this design practice process has carried on the detailed elaboration. According to the results of market research and the analysis of the selection criteria of collective memory, the design elements are extracted from the cultural symbols shared by the Haoji stewed noodle brand and Zhengzhou to reflect the historical and cultural connotations of the hodgepodge noodle. Regional characteristics and local customs. By looking for Zhengzhou elements, such as culture, food, objects, dialect and so on, the design simplifies the graphics and evokes the recollection and nostalgia of Zhengzhou culture by nostalgia and fashion style. Summing up the report, it is necessary to apply the theory of collective memory to the image design of old brand. In modern society, nostalgia is common among consumers, and the brand has rich cultural connotations and carries the collective memory from generation to generation. The use of collective memory in design activities can arouse good memories of consumers, establish emotional resonance with brands, and thus enhance brand influence.
【学位授予单位】：浙江理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：J524
本文编号：2371854
[Abstract]:The topic of this graduation project is the brand image design of hodgepodge in the perspective of collective memory. Based on the theory of collective memory, the design is carried out from the perspective of the memory of the old Zhengzhou people, a special group. The theory of collective memory is applied to the image design of Zhengzhou old brand. The brand of hodgebun reflects the collective memory of Zhengzhou people from generation to generation, reflects the real life attitude and culture of Zhengzhou people, so that the brand and consumer groups establish emotional resonance, and obtain better emotional experience. So as to strengthen brand influence. Demand investigation report, according to this design to highlight the Zhengzhou people's life attitude and culture, enhance the emotional relationship between brands and consumers, cause the emotional resonance of the group as the goal of research on the target consumer groups. Firstly, the current situation, advantages and disadvantages of "hodgepodge noodle" are analyzed and studied on the basis of literature review and network collection. Secondly, through questionnaires and interviews to understand consumer preferences and collect design elements. Finally, through the analysis and collation of the survey data, it summarizes the collective memory content which is easier to arouse the nostalgic emotion of the target group, thus provides the reference direction for the design practice of the brand image. Literature research report, according to the requirements of the content of this design, based on the theory of collective memory, from the perspective of consumer groups, the focus of the study rose to the emotional level of consumers. The first part is to study the relevant literature of collective memory theory, through reading a large number of books and documents, sorting out the concept of collective memory theory and its research value and selection criteria. Secondly, through the analysis of the collective memory theory in the design practice of the relevant literature, in-depth analysis of the collective memory theory and the design of the social significance and feasibility. The selection standard of collective memory in the design of old brand image is summarized, which provides an effective method for the practice of brand image design. The design process report, this design practice process has carried on the detailed elaboration. According to the results of market research and the analysis of the selection criteria of collective memory, the design elements are extracted from the cultural symbols shared by the Haoji stewed noodle brand and Zhengzhou to reflect the historical and cultural connotations of the hodgepodge noodle. Regional characteristics and local customs. By looking for Zhengzhou elements, such as culture, food, objects, dialect and so on, the design simplifies the graphics and evokes the recollection and nostalgia of Zhengzhou culture by nostalgia and fashion style. Summing up the report, it is necessary to apply the theory of collective memory to the image design of old brand. In modern society, nostalgia is common among consumers, and the brand has rich cultural connotations and carries the collective memory from generation to generation. The use of collective memory in design activities can arouse good memories of consumers, establish emotional resonance with brands, and thus enhance brand influence.
【学位授予单位】：浙江理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：J524
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