品牌文化与视觉形象设计的关系

发布时间：2019-07-05 15:46

【摘要】：正随着现代社会经济的不断发展,品牌在当代企业竞争中的重要性越来越明显,视觉形象设计师对品牌的重要性已经有了一定的认识,但是对"品牌文化"与"视觉形象设计"两者之间的关系还不够清晰。如何有效地结合两者关系来塑造品牌已成为国内设计师需要面对及解决的新课题。研究品牌文化与视觉形象设计的关系就是研究品牌文化、设计师、设计过程、消费者之间的关系;品牌文化倡导的是一种价值观,一种生活方式,受审美需求、消费观念、生活方式等众多因素影响;而视觉形象设计是在了解品牌文化的前提下将品牌定位与核心价值进行符号化、系统化的视觉表现,并且有目的、有计划、系统的传播过程,它们是两个紧密联系的过程。有人说品牌文化是灵魂,视觉形象设计是外在表现,品牌文化确定了视觉形象设计的内涵,视觉形象设计是对品牌文化的视觉符号化的表现,这两者相互影响、相互制约。
[Abstract]:With the continuous development of modern social economy, the importance of brand in contemporary enterprise competition is becoming more and more obvious. Visual image designers have a certain understanding of the importance of brand, but the relationship between "brand culture" and "visual image design" is not clear enough. How to effectively combine the relationship between the two to shape the brand has become a new issue that domestic designers need to face and solve. To study the relationship between brand culture and visual image design is to study the relationship among brand culture, designer, design process and consumers, and brand culture advocates a kind of value, a way of life, which is influenced by many factors, such as aesthetic demand, consumption concept, life style and so on. Visual image design is to symbolize brand positioning and core value on the premise of understanding brand culture, systematic visual expression, and purposeful, planned, systematic communication process, they are two closely related processes. Some people say that brand culture is the soul, visual image design is the external expression, brand culture determines the connotation of visual image design, visual image design is the expression of visual symbolization of brand culture, the two influence each other and restrict each other.
【分类号】：J524

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