O2O模式下素剪美发品牌形象设计研究

发布时间：2018-04-16 02:10

本文选题：O2O模式 + 美发品牌　；参考：《浙江理工大学》2017年硕士论文

【摘要】：本课题以从品牌形象设计的发展现状出发,分析O2O模式对品牌形象设计的影响,从而进一步明确品牌形象设计发展的方向。通过整理、分析及阐述设计学中品牌形象及简约主义风格的相关理论,解读品牌形象设计中简约主义的设计表现,及时把握前沿设计,分析新的商业模式对品牌形象设计的影响,从而把握O2O模式下品牌形象设计发展的方向。研究O2O模式下国内外品牌形象设计的优秀案例,分析总结设计理念和方法,拓宽新市场背景下品牌形象设计的范畴,探寻O2O商业模式下的品牌形象建设方法。并以“素剪”品牌为例,形塑品牌形象,提升品牌价值。设计需求报告部分:通过调研与分析,了解到O2O模式下品牌形象载体更加丰富,受众审美能力不断提升,品牌形象表现形式的简约化备受重视,而简约主义风格在室内设计方向的研究和应用较普遍,在品牌形象设计方面的研究尚未成体系。调研发现020模式品牌成功升级的案例具有形象简约、内涵丰富、延展性高等特点,而O2O美发品牌在其品牌形象设计上已经出现简约风格意识,但品牌意识尚欠缺,且对形象统一规范性的落实较差。因此,O2O模式下“素剪”美发品牌形象的塑造需从简约设计出发,结合行业特色、品牌理念等多视角入手,以适合时代特征及社会需求。理论文献研究部分:笔者了解到东西方不同文化背景下的简约主义均有其相对应的内在精神观念,对简约主义的发展产生不同的影响;反之,简约主义简洁明快的表现形式也成为人们思想上的表达,越来越影响人们的消费观念、人际关系、内心情感等方方面面。从简约主义在品牌形象设计中各项元素的不同表现形式切入,具体说明简约主义风格的运用与表现,并探讨简约主义风格与品牌形象的融合。从而思考O2O模式下品牌视觉识别系统设计的特征和原则,为课题的实践环节——“素剪”品牌的形象设计提供相应的指导。设计过程部分:笔者对“素剪”品牌进行阐述,进行用户研究、深入体验“素剪”服务,结合素剪品牌定位分析品牌核心理念。重点论述品牌形象设计的整个过程,从对O2O模式下简约风格品牌形象设计的表现切入,完成素剪品牌形象设计。整体简约、时尚、自然的形象准确地传达了“素剪”的品牌诉求。
[Abstract]:Based on the development of brand image design, this paper analyzes the influence of O _ 2O mode on brand image design, and further clarifies the development direction of brand image design.Through sorting out, analyzing and expounding the relevant theories of brand image and minimalism style in design, we can interpret the design performance of minimalism in brand image design, and grasp the frontier design in time.The influence of new business model on brand image design is analyzed, and the development direction of brand image design under O 2O mode is grasped.This paper studies the outstanding cases of brand image design at home and abroad under the O2O model, analyzes and summarizes the design ideas and methods, widens the scope of brand image design under the new market background, and explores the brand image construction method under the O2O business model.And take the "shears" brand as an example, shape the brand image, enhance brand value.Design demand report part: through investigation and analysis, we know that the brand image carrier is more abundant under the O _ 2O mode, the aesthetic ability of the audience is constantly improved, and the simplification of the brand image expression form is paid more attention to.However, the research and application of minimalist style in interior design is relatively common, and the research on brand image design is not yet systematic.The investigation found that the case of 020 model brand successfully upgraded has the characteristics of simple image, rich connotation, high ductility and so on. However, the O2O hairdressing brand has already appeared a sense of minimalist style in its brand image design, but the brand awareness is still lacking.And the implementation of the unified normative image is poor.Therefore, the molding of the brand image of "plain scissors" hairdressing under O _ 2O mode should proceed from simple design, combining with industry characteristics, brand concept and so on, in order to suit the characteristics of the times and social needs.Part of the theoretical literature research: the author understands that the minimalism in different cultural backgrounds of the East and the West has its own inner spiritual concept, which has different effects on the development of minimalism; on the contrary, it has different effects on the development of minimalism.The concise and bright expression form of minimalism has become the expression of people's thoughts, which has more and more influence on people's consumption concept, interpersonal relationship, inner emotion and so on.From the different forms of expression of various elements in brand image design, this paper explains the application and expression of minimalism style, and probes into the fusion of minimalism style and brand image.Therefore, the characteristics and principles of the design of brand vision recognition system under O _ 2O mode are considered, and the corresponding guidance for the image design of "shears" brand is provided for the practical link of the subject.Part of the design process: the author expounds the "prime shear" brand, carries on the user research, deeply experiences the "prime shear" service, and analyzes the brand core idea combined with the brand positioning of the "prime shears".This paper focuses on the whole process of brand image design, from the expression of simple style brand image design under O _ 2O mode to complete the prime shear brand image design.Overall simplicity, fashion, natural image accurately conveyed the "shears" brand appeal.
【学位授予单位】：浙江理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：J524

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