物流品牌形象视觉设计研究

发布时间：2018-05-09 16:28

本文选题：物流企业 + 品牌形象　；参考：《广西师范大学》2016年硕士论文

【摘要】：当今经济格局在“互联网+”与“大数据”的时代背景下悄然转变,物流与电子商务联系也愈加紧密。传统的物流品牌形象和新的物流品牌形象之间存在巨大差异。即受到现有的互联网新的购物模式影响下,整个社会消费意识形态发生转变。同时,就物流企业本身而言,企业为了更好的适应互联网发展下全新的经济形式,企业已由实体物流转向消费型物流。因此,就需要重新定义和设计企业形象,以适应新时代发展,以及更好满足受众需求。本文就现有物流企业品牌形象出现的问题。并采用文献查阅和资料收集、市场调研问卷调查、理论结合实际的研究方法,从中探寻企业品牌视觉设计新设计策略。第一部分就目前新的互联网背景下,企业与消费者之间发生的变化做分析总结,发现问题。第二部分找到相关理论依据和对国内外物流品牌形象视觉设计做比较分析。第三部分提出物流品牌形象新的发展趋势和新的设计策略。因此,就当前环境下,企业形象视觉设计优劣,给客户的印象直接影响企业的在客户心智中的定位。本文的研究成果为：物流企业形象视觉设计新趋势应该更好的对接互联网消费模式的转变,增加视觉设计的接触面,即企业流动性传播的接触面。注重考虑消费者心理需求和消费模式。改变原有的常态的物流品牌形象的视觉设计对传统的物料设计。在企业视觉形象相关理论基础的指导下,从消费者心理需求入手,通过标志再设计优化,展现企业特具特色的企业文化风采。在包装造型设计上,把消费者对包装实用性功能需求融入再设计实践中。在色彩运用上,注重消费者对企业色彩搭配的期望,凸显企业的活力和现代感,提高色彩传播的速度；在包装的客户信息栏设计中,从用户对安全保障要求的角度出发,利用先进的科学技术,结合互联网背景,设计新的信息栏版面,让外包装达到即安全又美观的效果；增加符合时代背景的,最能代表企业行业特征的项目。本文通过分析国外同类物流品牌发展中的优势,探寻新的研究方向,梳理出具有时效性的物流品牌形象视觉设计经验,旨在总结新的方法,为突出本土企业的特色和优势,形成具有行业竞争力、国际竞争力的物流品牌提出合理建议。
[Abstract]:Under the background of "Internet" and "big data", the economic pattern is changing quietly, and the relationship between logistics and electronic commerce is becoming more and more close. There is a huge difference between the traditional logistics brand image and the new logistics brand image. That is, under the influence of the new shopping mode, the consumption ideology of the whole society has changed. At the same time, logistics enterprises themselves, in order to better adapt to the development of the Internet under the new economic form, enterprises have changed from physical logistics to consumer logistics. Therefore, we need to redefine and design the corporate image to adapt to the development of the new era and better meet the needs of the audience. This article on the existing logistics enterprises brand image problems. The new design strategy of brand vision design is explored by using literature review and data collection, market investigation and questionnaire survey, combining theory with practical research methods. The first part analyzes and summarizes the changes between enterprises and consumers under the new Internet background and finds out the problems. The second part finds the relevant theory basis and makes the comparative analysis to the domestic and foreign logistics brand image visual design. The third part puts forward the new development trend and new design strategy of logistics brand image. Therefore, under the current environment, the visual design of enterprise image directly affects the orientation of the enterprise in the customer mind. The research results of this paper are as follows: the new trend of visual design of logistics enterprise image should better connect with the change of Internet consumption mode, and increase the contact surface of visual design, that is, the contact surface of enterprise mobility transmission. Focus on consumer psychological needs and consumption patterns. Change the original normal logistics brand image of visual design on the traditional material design. Under the guidance of the related theory of enterprise visual image, starting from the psychological needs of consumers, through the logo re-design optimization, to show the enterprise special characteristics of corporate culture. In packaging modeling design, consumers' functional requirements for packaging practicability are incorporated into re-design practice. In the application of color, we should pay attention to consumers' expectation of collocation of enterprise color, highlight the vitality and modern feeling of enterprises, and improve the speed of color transmission. In the design of customer information bar of packaging, from the point of view of users' requirements for safety and security, Using advanced science and technology, combined with Internet background, a new information column layout is designed so that the outer packaging can achieve the effect of security and beauty, and increase the items that accord with the background of the times and best represent the characteristics of the enterprise industry. By analyzing the advantages in the development of similar foreign logistics brands, this paper explores new research directions, combs out the visual design experience of logistics brand image with timeliness, aiming at summing up new methods, in order to highlight the characteristics and advantages of local enterprises. Form a competitive industry, international competitiveness of the logistics brand put forward reasonable suggestions.
【学位授予单位】：广西师范大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：J524

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