博物馆艺术衍生品品牌形象设计研究

发布时间：2019-01-23 09:12

【摘要】：随着博物馆免费参观政策的实施,博物馆艺术衍生品逐渐走进人们的视线。博物馆艺术衍生品的品牌形象设计不同于一般商品的品牌,其博物馆的文化特殊性,使博物馆艺术衍生品的品牌形象更具文化价值、艺术价值、教育意义。针对这一研究,首先对博物馆艺术衍生品的品牌形象的发展现状进行了梳理。重点阐述了经济发展背景下,品牌是博物馆艺术衍生品的核心价值体现、品牌形象设计的统一性、系列化特征增强了品牌识别度、品牌形象设计是博物馆艺术衍生品的竞争工具。提出了博物馆艺术衍生品的品牌形象设计的原则,系统分析了博物馆艺术衍生品的视觉表现手法,分别从标志设计、包装设计、吉祥物设计、网络和实体店面形象设计等方面进行了阐述。根据博物馆的整体形象对博物馆商店的衍生品进行视觉上的整体规划。在传播途径上,认为通过品牌文化传播、广告传播、销售传播、跨界品牌传播以及艺术衍生品形象的品牌传播等途径。试图以相关文献资料和实地调研法为研究基础,通过博物馆艺术衍生品的品牌形象作为切入点,通过对国内艺术衍生品的品牌形象设计状况的梳理,从品牌形象设计的角度重新审视博物馆艺术衍生品视觉设计,探讨如何结合VI设计为艺术衍生品进行统一的品牌形象设计,为博物馆艺术衍生品的品牌形象设计提供更加规范、科学的理论支持。研究博物馆艺术衍生品的品牌形象设计,有助于提升艺术衍生品的品牌形象,使博物馆艺术衍生品的品牌形象设计更有文化意涵、创意性。以期为国内博物馆艺术衍生品的品牌形象设计的研究起到一定的参考启示作用。
[Abstract]:With the implementation of the free museum visit policy, museum art derivatives gradually come into the sight of people. The brand image design of museum art derivatives is different from that of general commodities, and its cultural particularity makes the brand image of museum art derivatives more cultural value, artistic value and educational significance. In view of this research, first of all, the development status of museum art derivatives brand image is combed. In the background of economic development, the brand is the core value of museum art derivatives, the unity of brand image design, the series features enhance the brand recognition. Brand image design is a competitive tool for museum art derivatives. This paper puts forward the principles of brand image design of museum art derivatives, and systematically analyzes the visual expression techniques of museum art derivatives, including logo design, packaging design, mascot design, etc. Network and physical store image design and other aspects are described. According to the overall image of the museum store derivatives for the overall visual planning. On the way of communication, the author thinks that brand culture, advertisement, sale, cross-border brand communication and the brand communication of art derivative image can be adopted. On the basis of relevant literature and field research, this paper attempts to use the brand image of museum art derivatives as the starting point, and combing the design status of domestic art derivatives brand image. From the point of view of brand image design, this paper reexamines the visual design of museum art derivatives, discusses how to combine VI design for the unified brand image design of art derivatives, and provides more standard for the brand image design of museum art derivatives. The theoretical support of science. The research on the brand image design of museum art derivatives is helpful to promote the brand image of art derivatives and make the brand image design of museum art derivatives more cultural and creative. In order to play a certain reference for the domestic museum art derivatives brand image design.
【学位授予单位】：华北理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：J524

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