“呈贡宝珠梨”品牌的视觉形象设计与传播

发布时间：2018-01-14 17:40

本文关键词：“呈贡宝珠梨”品牌的视觉形象设计与传播　出处：《云南艺术学院》2017年硕士论文　论文类型：学位论文

【摘要】：“呈贡宝珠梨”是昆明市呈贡区的一个十分具有特色的农产品,是昆明市第一个国家地理标志认证和保护产品。呈贡宝珠梨的知名度和美誉度在昆明地区具有极高的文化和历史渊源。然而,长久以来,呈贡宝珠梨的发展停滞不前,一方面是城市化发展带来的种植与经营模式转变,宝珠梨的产地在不断缩减,另一方面是宝珠梨的产品品质缺乏权威部门的统一监管,市场上面鱼龙混杂,经营各自为政,导致宝珠梨品质和品牌的建设参差不齐,严重影响了宝珠梨品牌的发展和建设。基于此,笔者通过大量的实地调研与走访,梳理和制定了以如何提升宝珠梨品牌视觉形象设计与传播的课题作为主题设计表现与实践研究项目,并以此作为视觉传达设计专业学生设计参与和服务社会的实例。本文以呈贡宝珠梨发展过程中所存在的相关问题作为切入角度和线索,以构建呈贡宝珠梨品牌形象的塑造、视觉形象的设计以及文化科普宣传、教育与影响作为目标,分别从行业宏观层面的品牌化战略与管理;公司和农户层面的品牌化思维与经营;视觉形象层面的系统化设计与规范等三个方面展开分析和问题梳理,同时针对视觉形象的设计与表现内容,提出了如何从品牌标识层面规范呈贡宝珠梨的视觉识别系统,从产品包装和广告宣传的层面统一对外宣传的视觉信息和形象,增加关于产品的营销体验与消费方式完善。最后,以设计实践的方式为呈贡宝珠梨品牌的视觉形象设计与表现提供相关设计方案和参考,同时,以宝珠梨的文化科普宣传作为此次设计工作的重点,以插图艺术的表现形式为宝珠梨品牌文化的塑造与表现提供了具体的内容支撑与呈现方式。本文希望通过对呈贡宝珠梨品牌的主题文化梳理与表现来系统的介绍与说明宝珠梨的历史成因、品种品系、种植管理、特色口感和产品衍生系列,为进一步推广宝珠梨的社会认知,文化价值与品牌化建设做探索和实验。
[Abstract]:"Chenggong Baozhu pear" is a very special agricultural product in Chenggong District of Kunming City. Chenggong Baozhu pear is the first national geographical indication certification and protection product in Kunming. The popularity and reputation of Chenggong Baozhu pear have a high cultural and historical origin in Kunming. However, for a long time. The development of Chenggong Baozhu pear stagnates, on the one hand, it is the transformation of planting and management mode brought by the development of urbanization, and the producing area of Baozhu pear is shrinking. On the other hand, the product quality of Baozhu pear is lack of the unified supervision of the authority department, the market is mixed up, and the management is separate, which leads to the uneven construction of the quality and brand of Baozhu pear. Seriously affected the development and construction of Baozhu pear brand. Based on this, the author through a large number of field research and visits. Combing and formulating how to improve the visual image design and dissemination of Baozhu pear brand as the theme design performance and practical research project. And as a visual communication design students design participation and service to the community as an example. This paper takes the development of Chenggong Baozhu pear as the relevant problems as the angle and clue. In order to build the brand image of Chenggong Baozhu pear, the design of visual image, cultural popularization of science, education and influence as the objectives, respectively from the industry macro-level brand strategy and management; Brand thinking and management at the level of company and peasant household; The systematic design and criterion of visual image are analyzed and the problems are combed. At the same time, the design and performance content of visual image are discussed. This paper puts forward how to standardize the visual recognition system of Chenggong Baozhu pear from the brand identification level and unify the visual information and image of external propaganda from the level of product packaging and advertising. Increase the marketing experience and consummation of the products. Finally, the design practice for the design and performance of the visual image of Chenggong Baozhu pear brand to provide relevant design plans and references at the same time. Baozhu pear cultural popularization of science as the focus of the design work. The expressive form of illustrations provides concrete content support and presentation method for the shaping and expression of Baozhu pear brand culture. This paper hopes to systematically introduce the theme culture of Chenggong Baozhu pear brand by combing and displaying the theme culture of Chenggong Baozhu pear brand. And explain the historical causes of Baozhu pear. Variety line, planting management, characteristic taste and product derivative series, for the further promotion of social cognition, cultural value and brand construction of Baozhu pear to do exploration and experiment.
【学位授予单位】：云南艺术学院
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：J524;F326.13;F323.5

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