品牌文化视角下APP应用图标设计研究

发布时间：2018-03-02 16:06

本文选题：APP应用图标　切入点：品牌文化　出处：《湖北工业大学》2017年硕士论文　论文类型：学位论文

【摘要】：APP应用图标设计是手机APP设计中的一个重要元素,决定用户是否下载该APP的第一视觉要素,被称为品牌视觉的“标志”和“门户”。APP极速迭代的商品化时代,APP应用图标设计如何更好地优化APP视觉符号,促进品牌设计与传播,值得们深入研究。APP应用图标是应用软件的视觉和功能入口,APP应用图标的视觉效果会影射该品牌软件的下载量,甚至会招致平台所有者直接回绝发布该APP,所以,对APP应用图标的品牌文化视角设计和传播进行研讨,是非常迫切且绝对可行的。从目前来看,品牌文化视角下的APP应用图标设计的存在很大问题。一方面,在扁平化风格大浪潮的影响下,APP应用图标设计的符号选择和色彩运用都显得过于随意,严重缺乏独特的艺术美感和品牌专属性;另一方面,APP应用图标设计上很大程度忽略了品牌文化视角设计和传播的重要性,降低了顾客的忠诚度,品牌效应也很难延续。因此,为了解决上述APP应用图标在设计和传播中存在的问题,本文以图形符号学和品牌传播学为理论撑持,深入研究APP应用图标设计和传播中的现状、研究意义、形成与发展等,并进一步从理论意义与实际意义来浅析研究价值。正文部分,主要以时间作为轴线,从APP应用图标的起源、形成发展,分析了解到APP应用图标视觉构成元素和认知构成元素,同时对APP应用图标设计的分类从艺术风格和视觉表现进行了具体阐述。以此为基础,从APP应用图标的符号学和传播学等方向,对APP应用图标的符号选择和用户的认知心理有一定见解。总结出APP应用图标设计策略来指导设计,使用户快速准确的理解其涵义,更好的让用户接受所传达的信息。本文的主要创新之处在于:提出APP应用图标构建的步骤以及差异化、一致化、人文化的设计策略,视觉质感上更加凸出品牌文化视角特色、视觉元素中更加凸显品牌意义,跳出品牌同质化现象,增加品牌的显著性。并以“意境太行”APP图标设计为例,对“意境太行”APP具体战略分析,设计预想以及设计实施三个步骤,并做出了具体的APP图标设计,在视觉上突破年龄层、文化层、地域层的限制,突显传播信息,更优质的传达品牌文化视角的文化内涵。
[Abstract]:The design of APP application icon is an important element in the design of mobile phone APP, which determines whether the user downloads the first visual element of the APP. The "logo" and "portal" of brand vision. App's extremely rapid iteration of the commercial age of app application icon design how to better optimize the APP visual symbols, promote brand design and dissemination, It is worth studying deeply that the app application icon is the visual and functional portal of the application software. The visual effect of the app application icon will infer the download of the brand software, and even cause the platform owner to reject the release of the app directly, so, It is very urgent and absolutely feasible to study the design and dissemination of APP application icon from the perspective of brand culture. At present, there are a lot of problems in the design of APP application icon from the perspective of brand culture. Under the influence of the flattening style, the symbol selection and color application of app application icon design are too casual, and lack of unique artistic aesthetic and brand specificity. On the other hand, app application icon design largely ignores the importance of brand culture perspective design and dissemination, reduces customer loyalty, and brand effect is difficult to continue. In order to solve the problems existing in the design and dissemination of the above APP application icons, this paper, supported by graphic semiotics and brand communication theory, deeply studies the current situation, significance, formation and development of the design and dissemination of APP application icons. And further from the theoretical and practical significance to analyze the research value. The text, mainly taking time as the axis, from the origin and development of APP application icon, analyzes and understands the visual elements and cognitive elements of APP application icon. At the same time, the classification of APP application icon design from the artistic style and visual expression are elaborated. Based on this, the semiotics and communication of APP application icon are introduced. This paper has some opinions on the symbol selection of APP application icon and the cognitive psychology of the user. This paper sums up the design strategy of APP application icon to guide the design so that the user can understand the meaning of the icon quickly and accurately. The main innovation of this paper is to put forward the steps of APP application icon construction, differentiation, consistency, design strategy of human culture, visual texture more prominent brand culture perspective characteristics, The visual elements highlight the brand significance, jump out of the brand homogenization phenomenon, and increase the significance of the brand. Taking the "artistic conception Taihang" APP icon design as an example, the specific strategic analysis, design expectation and design implementation of the "artistic conception Taihang" APP are analyzed, designed and implemented three steps. And has made the concrete APP icon design, in the vision breaks through the age level, the culture layer, the region level limit, highlights the dissemination information, conveys the brand culture angle of view's cultural connotation more high-quality.
【学位授予单位】：湖北工业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：TP311.56

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