餐饮品牌中招贴设计引导下的视觉消费
发布时间：2018-12-19 18:24
【摘要】：如今随着市场经济的不断发展,人民生活质量有了显著的提升,餐饮行业的发展如雨后春笋般竞争激烈。现今的餐饮业对于消费者而言,不仅只局限于食物自身的物质性层面,而尤其注重社会、艺术、审美、民俗等其他方面的内在属性,整体餐饮行业的竞争已逐步发展为企业文化底蕴的竞争。无论是连锁快餐店还是高级宴会餐厅的宣传中,各式各样的招贴宣传品随处可见,餐饮企业将餐饮产品等相关信息利用招贴这一媒介传递给消费者,在同质化竞争中提升餐饮品牌的知名度,树立餐饮品牌形象,准确传递产品信息,有效提升餐饮品牌竞争力。餐饮招贴作为餐饮企业宣传媒介中最为大众化的视觉表现形式,传达产品信息是其基本功能,设计形式多种多样,通过深层次地挖掘餐饮企业产品新形象来最大范围地激活大众的消费欲望。一张成功的餐饮招贴可以有效激活人们的消费,人们对视觉化的追求又促进了餐饮招贴的不断前进,这正是本文所研究的主要观点。文章通过对视觉语言要素的分析,研究消费者的视觉需求,分析什么样的餐饮招贴可以在瞬间捕获消费者的眼球,激活消费者的购买欲望,进而构成餐饮产品的出售,推动市场经济的发展,将餐饮企业的招贴效应发挥至极致。还通过对成功的餐饮招贴案例分析提取有效的因素,归纳总结,寻找餐饮招贴吸引视觉的有效因素,掌握餐饮招贴能够俘获人心并促使其视觉消费的每一个特点。成功的餐饮招贴是激活人们消费的有利途径,推动了市场经济的发展;同时,深刻了解消费者的视觉消费特点又是成功地设计餐饮招贴的有利保证。
[Abstract]:With the continuous development of market economy, the quality of life of people has been significantly improved, the development of catering industry is fierce competition like bamboo shoots. As far as consumers are concerned, today's catering industry is not only confined to the material aspects of food itself, but also pays particular attention to the inherent attributes of society, art, aesthetics, folklore, and so on. The competition of the whole catering industry has gradually developed into the competition of corporate culture. No matter in the promotion of chain fast food restaurants or high-level banquet restaurants, all kinds of posters can be found everywhere. Food and beverage enterprises will use the poster to transmit the relevant information, such as food and beverage products, to consumers. In the homogeneous competition to promote the popularity of food and beverage brands, establish brand image, accurate transmission of product information, effectively enhance the competitiveness of food and beverage brands. As the most popular form of visual expression in the propaganda media of catering enterprises, the basic function of food and beverage poster is to convey product information, and there are many kinds of design forms. Through deep-level excavating the new image of the food and beverage enterprise product to activate the mass consumption desire to the greatest extent. A successful food poster can effectively activate people's consumption, and people's pursuit of visualization promotes the continuous progress of food and beverage poster, which is the main point of this paper. Through the analysis of visual language elements, this paper studies the visual needs of consumers, and analyzes what kind of food and beverage posters can capture consumers' eyeballs in an instant, activate consumers' desire to buy, and then constitute the sale of food and beverage products. Promote the development of market economy, catering enterprises to exert the poster effect to the extreme. Through the analysis of the successful food and beverage poster case to extract the effective factors, summarized, to find out the food poster to attract visual effective factors, to grasp the food poster can capture the hearts of people and promote its visual consumption of each characteristic. Successful food and beverage poster is a favorable way to activate people's consumption and promote the development of market economy. At the same time, a deep understanding of consumers' visual consumption characteristics is a favorable guarantee for the successful design of food and beverage posters.
【学位授予单位】：湖北美术学院
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：J524.3
本文编号：2387287
[Abstract]:With the continuous development of market economy, the quality of life of people has been significantly improved, the development of catering industry is fierce competition like bamboo shoots. As far as consumers are concerned, today's catering industry is not only confined to the material aspects of food itself, but also pays particular attention to the inherent attributes of society, art, aesthetics, folklore, and so on. The competition of the whole catering industry has gradually developed into the competition of corporate culture. No matter in the promotion of chain fast food restaurants or high-level banquet restaurants, all kinds of posters can be found everywhere. Food and beverage enterprises will use the poster to transmit the relevant information, such as food and beverage products, to consumers. In the homogeneous competition to promote the popularity of food and beverage brands, establish brand image, accurate transmission of product information, effectively enhance the competitiveness of food and beverage brands. As the most popular form of visual expression in the propaganda media of catering enterprises, the basic function of food and beverage poster is to convey product information, and there are many kinds of design forms. Through deep-level excavating the new image of the food and beverage enterprise product to activate the mass consumption desire to the greatest extent. A successful food poster can effectively activate people's consumption, and people's pursuit of visualization promotes the continuous progress of food and beverage poster, which is the main point of this paper. Through the analysis of visual language elements, this paper studies the visual needs of consumers, and analyzes what kind of food and beverage posters can capture consumers' eyeballs in an instant, activate consumers' desire to buy, and then constitute the sale of food and beverage products. Promote the development of market economy, catering enterprises to exert the poster effect to the extreme. Through the analysis of the successful food and beverage poster case to extract the effective factors, summarized, to find out the food poster to attract visual effective factors, to grasp the food poster can capture the hearts of people and promote its visual consumption of each characteristic. Successful food and beverage poster is a favorable way to activate people's consumption and promote the development of market economy. At the same time, a deep understanding of consumers' visual consumption characteristics is a favorable guarantee for the successful design of food and beverage posters.
【学位授予单位】：湖北美术学院
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：J524.3
【参考文献】
相关期刊论文 前1条
1 苏克;视觉设计中的科学要素[J];装饰;2003年09期
相关硕士学位论文 前1条
1 王鑫;城市信息视觉化研究[D];中南大学;2008年
，本文编号：2387287
本文链接：https://www.wllwen.com/guanlilunwen/pinpaiwenhualunwen/2387287.html
