品牌形象建构下的网络视觉设计研究

发布时间：2017-12-26 23:15

本文关键词：品牌形象建构下的网络视觉设计研究　出处：《浙江农林大学》2015年硕士论文　论文类型：学位论文

【摘要】：数字时代的品牌形象具有独特性、交互性、即时性、灵活性、情感化的设计特点,互联网的兴起改变了传统品牌形象的建构方式,消费者也从过去对美的追求转为对精神、文化领域的追求,企业和设计师也结合新时期的发展特征对品牌形象设计重新进行思考。本文以品牌形象为切入点、视觉设计为视角、网页设计为载体,全面剖析网络品牌形象设计的特点以及与传统品牌形象设计的异同,研究品牌形象如何结合当下网络营销新模式进行合理发展,各个品牌要素在视觉识别中的作用及运用,如何在大数据这一环境下塑造鲜明的品牌特征,并保持形象的统一。通过文献研究、用户调查、个案研究和综合研究的方法,概述了网络品牌形象视觉设计相关理论,分析了网络品牌形象的发展及现状,结合具体案例从创新的版式设计、多形态的图形设计、注重搭配的色彩设计、简洁的文字设计、丰富的多媒体设计、大数据在设计中的应用等六个方面对网络品牌形象视觉设计进行研究,最后,通过对“三只松鼠”、“有耳”设计案例的综合分析,阐述网络品牌形象视觉设计理论在实践中的应用。终端设备的变化,用户群体的不同,商业模式的改变,以及大数据的支撑,这四个方面是设计师在网络上构建品牌形象,对视觉系统进行设计时需要考虑的因素。新生的多媒体形式以及大数据的支撑,使设计师对品牌和产品的诠释更加立体、生动,也将“以消费者为中心”的理念发挥极致。
[Abstract]:The design features of the digital age brand image has a unique, interactive, real-time, flexibility and sensibility, the rise of the Internet has changed the traditional way of constructing the brand image, consumers from the past to the pursuit of beauty of spirit and cultural pursuits, enterprises and designers with the development features of the new era of re thinking on brand image design. This paper takes the brand image as the starting point, from the perspective of visual design, web design as the carrier, a comprehensive analysis of the characteristics of network brand image design and the similarities and differences between the design and the traditional brand image, brand image research how to combine the new pattern of current network marketing development and application of a reasonable, the brand elements in the visual recognition, how to shape distinctive brand features in the environment of large data, and maintain the image of unity. Through the method of literature research, user survey, case and comprehensive research, summarizes the network brand image visual design theory, analyzes the present situation and development of the network brand image, combined with the specific case from the innovative layout design, graphic design, focus on the multi pattern collocation color design, concise text design, rich multimedia design, big data in the application in the design of the six aspects of the network brand image visual design research, finally, through the "three squirrel" and "ear" design case analysis, expounds the application of the network brand image visual design theory in practice. The four aspects of the change of terminal equipment, user community, business mode and big data support are the factors that designers need to consider when building brand image and designing visual system on the Internet. The new multimedia form and the support of big data make designers interpret the brand and products more stereoscopic and vivid, and also play the "consumer centered" concept.
【学位授予单位】：浙江农林大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：TP393.092

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