城市品牌形象视觉系统的策略与探讨

发布时间：2018-02-27 03:22

本文关键词： 城市品牌视觉形象城市规划城市形象建设　出处：《大连工业大学》2013年硕士论文　论文类型：学位论文

【摘要】：自工业革命以来,世界城市化进程不断加快,城市化水平已经从20世纪初的12%达到20世纪末的50%以上,经济发达国家更高达70%～90%。城市化导致城市实现品牌化,而工业社会衍生的结果必然是城市的核心价值可以被用来定位和包装之后产生出的新的附加值——品牌。城市不仅是一个行政区域,也是一个巨大的商品,城市形象不再是停留在美化市容的表层,而已经成为吸引投资和人才,促进本地经济发展的内在动力。当世界城市化跨过50%的时候,城市其实已经可以随时被触摸、被感知。无论是听、看、闻,或是用心灵去感知,所有感觉在城市都有释放的空间。而视觉是人们认识环境的最基本也是最初始的通道。对于城市中的实体来说,视觉不仅能够对其物理属性进行把握和确认,还可以感受距离、体积、空间。依靠视觉体验,我们可以得出关于城市的视觉真实,而这部分信息将在很大程度上直接作用于人脑,使我们获得关于城市品牌形象的体验和记忆。而听觉、嗅觉、味觉和触觉所感知到的城市属性,视觉虽然不能替代,但在很大程度上有感觉的相通之处,这与人类的生活经验、成长教育背景有直接的关系。例如,通过听觉我们也可以推测城市的活动,感受城市空间的距离和方向,但这些信息都不是精确的,它往往依赖于无数次经验的累积,所谓“眼见为实”的意义也在于此。由于视觉在认知城市品牌形象的作用中如此突出,并在很大程度上对听觉、嗅觉、味觉和触觉等感官的认知功能有所取代,因此本文将从城市品牌形象的视觉系统这个角度探讨城市品牌形象的建构。城市品牌形象的视觉系统由具象的形态和特征要素和抽象的人们的感知所组成。作为城市品牌视觉形象的硬件体现在具体元素的设计中,而城市的文脉、生活方式、习惯节奏等,作为城市品牌视觉形象的软件反射在不同的人群的感觉中。因此,如何将无形的城市文化软件要素转化为可视的有形的独具特点的城市品牌视觉形象,是本文论述的要点。
[Abstract]:Since the Industrial Revolution, the process of urbanization in the world has been accelerating. The level of urbanization has increased from 12% at the beginning of 20th century to more than 50% at the end of 20th century. And the result of the industrial society must be that the core value of the city can be used to locate and package the new value-added brand. The city is not only an administrative area, but also a huge commodity. City image is no longer the surface of beautifying the city, but has become the internal motive force to attract investment and talents and promote the development of local economy. When the world's urbanization reaches over 50%, the city can be touched and perceived at any time. Whether it's listening, looking, smelling, or feeling with the heart, There is room for all senses to be released in the city. And vision is the most basic and initial way for people to understand the environment. For the entities in the city, vision can not only grasp and confirm its physical properties, but also feel the distance. Volume, space. Depending on the visual experience, we can come up with the visual reality of the city, and this part of the information will directly affect the human brain to a large extent, so that we can gain experience and memory of the city's brand image, and the sense of hearing, the smell, the sense of smell, Sense of taste and tactile sense of the sense of the city, although not a substitute for vision, but to a large extent sensory similarities, this is directly related to human life experience, growth and education background. For example, By hearing, we can also speculate on urban activity and feel the distance and direction of urban space, but this information is not accurate, it often depends on the accumulation of countless experiences. The meaning of "seeing is believing" also lies in this. Because vision is so prominent in the recognition of the city's brand image, and to a large extent, it has replaced the cognitive functions of the senses such as hearing, smell, taste and touch. Therefore, this paper will discuss the construction of urban brand image from the perspective of the visual system of urban brand image. The visual system of urban brand image is composed of the form and characteristic elements of the concrete image and the abstract perception of people. The hardware of the visual image of the city brand is embodied in the design of the specific elements, And the context of the city, the way of life, the rhythm of habits, etc., as the visual image of the city brand, is reflected in the feelings of different people. How to transform the invisible urban culture software elements into the visible visual image of the city brand with unique characteristics is the main point of this paper.
【学位授予单位】：大连工业大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：TU984;J524

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