“企鹅”书籍设计在品牌传播中的身份构建研究

发布时间：2018-08-21 13:00

【摘要】：在出版品牌构建中,书籍设计是品牌传播中的重要一环,依靠视觉传播,它直接影响着书籍的销售,或者说直接影响着读者的购买行为。因此,如何通过书籍设计来树立出版品牌的地位至关重要。当然,书籍设计对于品牌的视觉传播并非孤立完成,而是作为出版形象塑造的视觉载体,与品牌发展历程与经营理念紧密相关,在出版品牌传播中起到至关重要的作用。本文选取企鹅品牌成功的案例,从书籍设计和品牌传播的视角出发,以企鹅书籍设计史和品牌发展史为主线,通过企鹅品牌发展的背景与成因,着重讲述书籍设计对企鹅品牌风格的构建,继而探讨了书籍设计对企鹅品牌传播的视觉审美与文化构建,最后论述了企鹅书籍设计对品牌传播的价值与意义。本文主要从书籍设计对品牌风格、品牌审美、品牌文化三方面的构建中阐述书籍设计在品牌传播中身份构建,进而认识设计如何与品牌营销、创新、战略相结合,如何从传统传播方式向现代传播方式过程中塑造出版品牌,如何诠释艺术和商业的完美结合,也为当今的低迷的出版业提供一个理论实例和依据。
[Abstract]:In the construction of publishing brand, book design is an important link in brand communication. Depending on visual communication, it directly affects the sales of books, or the purchase behavior of readers. Therefore, how to establish the position of publishing brand through book design is very important. Of course, book design is not isolated for the visual communication of the brand, but as a visual carrier of publishing image shaping, closely related to the brand development process and business philosophy, and plays a vital role in the publication brand communication. This article selects the penguin brand successful case, from the book design and the brand dissemination angle of view, takes the penguin book design history and the brand development history as the main line, through penguin brand development background and the cause of formation, This paper focuses on the construction of the penguin brand style by the book design, then discusses the visual aesthetic and cultural construction of the penguin brand communication by the book design, and finally discusses the value and significance of the penguin book design to the brand communication. This paper expounds the identity construction of book design in brand communication from three aspects of book design: brand style, brand aesthetics and brand culture, and then understands how to combine design with brand marketing, innovation and strategy. How to mold the publishing brand from the traditional mode of communication to the modern mode of communication, and how to interpret the perfect combination of art and commerce, also provide a theoretical example and basis for the present depressed publishing industry.
【学位授予单位】：浙江工商大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：J524

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