“无牌”成就“大牌”——论极简主义在无印良品品牌与产品设计中的运用

发布时间：2018-05-23 08:30

本文选题：极简主义 + 无印良品　；参考：《新闻界》2015年12期

【摘要】：随着社会经济全球化的不断推进,社会文化中的价值观也更为多元化,而在消费市场领域,人们的消费观念和审美情趣都产生了急剧变化,并直接影响市场中品牌塑造与产品设计的理念,其中极简主义的表现尤为突出,已成为重要的设计流派。本文首先对极简主义的产生、内涵及其设计原则加以阐述,再以日本知名品牌无印良品(MUJI)为例,从品牌建构(包括标志设计、广告表现与包装表现等)和产品设计(包括功能设计、色彩、材质与造型等)两个方面,探讨其设计中对极简主义的具体运用,分析其"无牌"成就"名牌"的原因,以期为本土相关品牌产品的设计提供一定的借鉴。
[Abstract]:With the development of social and economic globalization, the values in social culture are more diversified, and in the field of consumer market, people's consumption concept and aesthetic taste have changed dramatically. It has a direct influence on the idea of brand shaping and product design in the market, in which minimalism is especially outstanding and has become an important school of design. This paper first expounds the emergence, connotation and design principles of minimalism, and then takes Muji, a famous Japanese brand, as an example, from the perspective of brand construction (including logo design). Advertising performance and packaging performance) and product design (including function design, color, material and modelling), discusses the concrete application of minimalism in its design, and analyzes the reasons for its "unlicensed" achievement of "famous brand". In order to provide some reference for the design of local related brand products.
【作者单位】：淮阴师范学院传媒学院;
【分类号】：F416.8;F273.2;TB472

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