书籍设计在出版物品牌构建中的作用研究

发布时间：2018-03-21 21:46

本文选题：出版物　切入点：书籍设计　出处：《中国美术学院》2015年硕士论文　论文类型：学位论文

【摘要】：当今出版行业发展前景不容乐观,网络对于传统纸媒的冲击力巨大,盗版以及非法电子出版物的下载已经成为普遍现象,传统出版物如果不采取合理有效的结构重构,将会遇到科技时代发展带来的其外在因素所制约而形成的瓶颈。快速消费的经济时代是一个品牌竞争的时代,品牌所带来的文化价值、经济效益、社会效应和时代印迹等,都会融入到每一个市场商品中。出版物作为一个文化商品,同时承载了文化和商品两个必要属性。因此,必须构建一个完整的品牌体系,从而在新的文化时代重获新生。本文分析了当今出版业的发展状况,结合历史、理论和市场等众多因素,总结出了以书籍设计为前提下的出版物品牌的概念和构建结构。出版物的品牌构建的构成方式,可以分为三大类：个人品牌、出版产品品牌和出版企业品牌,大多的论文成果都是从这三大类的营销角度出发,却忽略了书籍设计是直接刺激读者的阅读兴趣和购买欲望的重要因素之一。书籍设计在出版物品牌构建中的作用是多样化的,从字体、色彩、版面设计和印刷工艺等等,这些都是出版物给读者带来的第一印象,是出版物品牌构建最重要的元素之一,也是其构建的前期基础条件。所以,在出版物品牌构建的过程中,书籍设计也就起了至关重要的作用。它虽然没有特定的衡量标准,却是市场、读者和出版社三者的审美情趣和审美要求,是具有传承性、创新性和发扬性的文化活动。
[Abstract]:The development prospect of the publishing industry is not optimistic today. The impact of the network on traditional paper media is enormous. The downloading of pirated and illegal electronic publications has become a common phenomenon. If the traditional publications do not adopt reasonable and effective structural reconstruction, The economic age of rapid consumption is an era of brand competition, the cultural value, economic benefits, social effects and epoch imprinting of the brand, etc. Publications, as a cultural commodity, carry both cultural and commodity attributes. Therefore, a complete brand system must be built. In this paper, the author analyzes the development of the publishing industry, combining history, theory and market, and many other factors, such as history, theory, market and so on. This paper summarizes the concept and structure of the publication brand under the premise of book design. The composition of the brand construction of the publication can be divided into three categories: personal brand, publishing product brand and publishing enterprise brand. Most of the papers are based on these three categories of marketing, but neglect that book design is one of the important factors that directly stimulate readers' interest in reading and desire to buy. The role of book design in the brand building of publications is diversified. From font, color, layout design and printing process, these are the first impressions that the publication brings to the reader, is one of the most important elements of the publication brand construction, is also the foundation condition of its construction. In the process of building the publication brand, the book design also plays a vital role. Although it has no specific standard of measurement, it is the aesthetic taste and aesthetic requirements of the market, readers and publishers. Innovative and developmental cultural activities.
【学位授予单位】：中国美术学院
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：J524

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