云南百合花卉的视觉形象设计与文化科普传播

发布时间：2018-02-02 13:43

本文关键词： 云南百合花卉视觉形象设计文化科普品牌化　出处：《云南艺术学院》2017年硕士论文　论文类型：学位论文

【摘要】：云南花卉产业的发展经过近三十多年的实践和探索,至今已经成为亚洲最大的鲜切花交易中心和全国最大的花卉种植与拍卖市场。云南得天独厚的地理气候资源成就了云南花卉种植与经营的规模和市场。作为云南省发展绿色产业大省的规划和构想,云南花卉的产业发展与品牌形象塑造具有重大的战略意义,同时针对云南花卉的视觉形象设计、花卉文化的科普教育与宣传也成为了十分迫切与必须面对的问题。目前,构成云南花卉产业发展结构中最重要的花卉品系与产业之一就是“云南百合花卉”的种植、经营与品牌化建设。可以说云南百合的发展、推广、价值和影响就是云南花卉品牌化建设与发展的模式与缩影,因此本文以“云南百合花卉”的视觉形象设计与文化科普作为设计与研究的重点,希望通过对这一代表性花卉产业的视觉形象设计与品牌塑造模式的探索与研究带来示范效应,能够为云南花卉产业的整体品牌形象塑造与提升提供借鉴。当前,云南百合花卉在种植、管理、营销、市场等综合发展方面在全国范围内都是具有领先地位和竞争优势的,然而几十年的发展过程中云南百合花卉的相关种植企业、公司、合作社等不同层面的从业者,所关注的重点更多的是花卉种植的硬件基础建设,花卉种植的规模虽然大,但是整体的市场价值并不高,市场上面叫得响的云南百合花卉品牌并不多,同时,众多从业者并不重视也不清楚针对百合花卉的品牌塑造与视觉形象设计该如何做?以此同时,针对广大的目标受众而言,他们对于百合花卉的认知也十分有限,对于花卉文化的了解以及如何选择与品鉴认知都不清楚,百合花卉消费的层次与深度并不足,基于此,本文立足于云南百合花卉的视觉形象与文化科普设计与传播,站在云南整个百合花卉产业对外品牌形象塑造与视觉形象设计的高度,以统一而整体的视觉设计观念,以及品牌化建设所需要的具体文化内容与内涵作为依托,用百合花卉的文化科普形式来引导消费文化的认知,希望从文化建设这个软性的方面发展来匹配云南百合花卉的市场地位、影响力和价值。
[Abstract]:The development of flower industry in Yunnan has been practiced and explored for more than 30 years. Up to now, Yunnan has become the largest fresh cut flower trading center in Asia and the largest flower planting and auction market in China. Yunnan's unique geographical and climatic resources have achieved the scale and market of flower planting and management in Yunnan. The plan and conception of the province to develop green industry. Yunnan flower industry development and brand image shaping has great strategic significance, at the same time for Yunnan flower visual image design. Popular science education and propaganda of flower culture has also become a very urgent and must be faced with the problem. One of the most important floral families and industries in the development structure of Yunnan flower industry is the planting, management and brand construction of "Yunnan lily flower", which can be said to be the development and promotion of Yunnan lily. Value and influence is the model and epitome of Yunnan flower brand construction and development. Therefore, this paper focuses on the visual image design and cultural popularization of Yunnan lily flower. It is hoped that the exploration and research of the visual image design and brand shaping mode of this representative flower industry will bring demonstration effect and can provide reference for the overall brand image shaping and promotion of Yunnan flower industry. Yunnan lily flowers in the planting, management, marketing, marketing and other aspects of comprehensive development in the national scope are leading and competitive advantage. However, in the decades of development of Yunnan lily flowers related to the planting enterprises, companies, cooperatives and other different levels of practitioners, the focus is more on the hardware infrastructure of flower cultivation. Although the scale of flower planting is large, but the overall market value is not high, the market above the ring of Yunnan lily flower brand is not many, at the same time. Many practitioners do not attach importance to and do not know how to design the brand and visual image of lily flowers? At the same time, for the broad target audience, their understanding of lily flowers is also very limited, the understanding of flower culture and how to choose and taste cognition are not clear. Lily flower consumption level and depth is not sufficient, based on this, this paper based on Yunnan lily flower visual image and cultural popular science design and dissemination. Stand in the whole lily flower industry in Yunnan external brand image shaping and visual image design height, with the unified and overall visual design concept, as well as the brand construction needs the specific cultural content and connotation as the basis. The cultural popularization of lily flowers is used to guide the cognition of consumption culture in the hope of developing from the soft aspect of cultural construction to match the market position influence and value of Yunnan lily flowers.
【学位授予单位】：云南艺术学院
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：J524;F326.13

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