电子商务中品牌视觉形象设计研究

发布时间：2018-11-16 19:43

【摘要】：如果要找一个合适的词来形容近几年来移动互联网与电子商务的发展,那么也许只有“井喷”一词最为贴切。在竞争强度日益激烈的当下,对电子商务经济引入品牌视觉形象系统,是顺应了经济发展的需求。品牌视觉形象设计早已成为当今提升品牌综合实力的主要组成部分和重要手段,与此同时身处电子商务经济的大浪潮中,电子商务品牌又应该如何在芸芸众生中脱颖而出成为当下重要课题。本文从视觉传达的角度为切入点探讨电子商务的品牌形象。首先,从理论上将传统的品牌视觉形象作参考进行对比学习,从而进一步理解补充现有的电子商务品牌视觉形象知识理论。将电子商务的特点着重研究学习,发现其设计属性与设计功能。然后,通过对国内外电子商务品牌的对比分析,认清国内外电子商务品牌视觉形象的发展趋势,观察分析各国各例的设计特点,去其糟粕,取其精华。最后,以电子商务品牌“Jasmin”为案列,进行初步分析与策划,并对“Jasmin”时尚品牌在视觉形象传播方面进行全面而系统化的设计。
[Abstract]:If you want to find the right word to describe the development of mobile Internet and e-commerce in recent years, then perhaps only the word "blowout" is most appropriate. With the increasingly fierce competition intensity, the introduction of brand visual image system to electronic commerce economy conforms to the demand of economic development. Brand visual image design has already become the main component and important means to enhance brand comprehensive strength, at the same time, it is in the big wave of e-commerce economy. How the e-commerce brand should stand out among the masses becomes an important topic at present. This paper discusses the brand image of e-commerce from the angle of visual communication. Firstly, the traditional brand visual image is compared and studied in theory, so as to further understand and supplement the existing knowledge theory of electronic commerce brand visual image. The characteristics of e-commerce are studied and studied, and its design properties and functions are found. Then, through the comparative analysis of the domestic and foreign electronic commerce brands, the development trend of the visual image of the domestic and foreign electronic commerce brands is clearly recognized, and the design characteristics of each country are observed and analyzed, the dross is removed and the essence is taken. In the end, the author makes a preliminary analysis and planning of the electronic commerce brand "Jasmin", and designs the "Jasmin" fashion brand in the aspect of visual image communication in an all-round and systematic way.
【学位授予单位】：河北工业大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：J524

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