商业吉祥物设计要素研究

发布时间：2018-06-17 10:58

本文选题：吉祥物 + 设计要素　；参考：《河南大学》2012年硕士论文

【摘要】：商业吉祥物由于其独特的宣传特点和强大的市场推广能力而逐渐被企业和各类社会活动所采用。据不完全统计，我国儿童产品的销售量惊人：食品销量为每年350亿人民币左右、玩具销量为每年200亿人民币左右、服装销量为每年900亿人民币左右、其他音像制品和各类文学出版物销量为每年100亿人民币左右。单从这一组数据就可以看出，面向儿童的动漫作品和周边产品将带动行业产值的发展。商业吉祥物所蕴含的强大市场潜力日益被企业和活动主办方所认识，商业吉祥物设计行业在这种市场需求下蓬勃发展起来。但由于我国商业吉祥物起步晚、行业设计及周边制作体系不够成熟和完善，使得我国的商业吉祥物设计作品不尽如人意，存在这样那样的问题：设计作品风格近似、设计手法雷同、设计理念单一、设计环节和产品开发脱节、周边产品市场开发力度不够等等。如何解决这些问题使我国商业吉祥物设计能够更加规范化、合理化和市场化是当代视觉设计师最需要思考的。如何才能判断商业吉祥物设计是否合理？如何才能使得商业吉祥物设计更加贴合当前市场需求？如何才能使得商业吉祥物能够在众多产品中脱引而出使消费者产生购买冲动？这些问题可以从消费心理出发来解答。首先消费者需要什么样的产品？什么类型的吉祥物能够使消费者产生购买冲动？这就需要考虑吉祥物外在形式美问题，形式美包含物质的自然属性（色彩、形状、线条等），其实也就是吉祥物的外在“形体”和“配色”的问题。“形体”和“配色”是吉祥物的外在美的形式体现，消费者通过对比外在美的形式发现商业吉祥物的价值特点才可能产生一系列动作：购买和宣传。所以言简意赅、具有市场针对性、具备外在形式美法则的设计造型和色彩才是商业吉祥物设计所需要的。同时商业吉祥物设计最终需要通过成品呈现在消费者面前，所以吉祥物周边产品的开发内容、形式和质量将决定消费者是否愿意接受该企业产品，，产品制作效果将成为直接检验前期设计“外形”和“配色”问题的依据。国际上商业吉祥物设计的成功案例可以带给我们很多的启示：好的吉祥物无论从取材思路、设计手法、开发周边形式都是独特、有新意且具有明确的市场针对性的。在现代社会生产水平日益强大、消费理念逐步增强的今天，面对吉祥物设计作品繁多、设计手法层出不穷、周边开发花样翻新等等问题，就为我们视觉设计师提出了艰巨的设计任务要求：不随波逐流的趋附设计需求，保持冷静和清醒的头脑同时在进行合理化分析和思考设计、制作和市场的关系后有的放矢的取舍和针对性的设计，才能使我国的商业吉祥物设计水平更加合理、规范，将其推向新的高度。
[Abstract]:Commercial mascots are gradually adopted by enterprises and various social activities because of their unique publicity characteristics and strong marketing ability. According to incomplete statistics, the sales volume of children's products in China is amazing: food sales are about 35 billion yuan per year, toys sales are about 20 billion yuan per year, and clothing sales are about 90 billion yuan per year. Sales of other audio-visual products and various literary publications are about 10 billion RMB per year. Only from this set of data can be seen, children-oriented animation and peripheral products will drive the development of industry output. The strong market potential of commercial mascots is increasingly recognized by enterprises and event organizers, and the commercial mascot design industry is booming under this market demand. However, due to the late start of commercial mascots in our country and the insufficient maturity and perfection of industry design and the surrounding production system, the design works of commercial mascots in our country are unsatisfactory. There are some problems: the design works are similar in style. The design method is similar, the design idea is single, the design link and the product development are disjointed, the peripheral product market development is not strong enough and so on. How to solve these problems so that our country's commercial mascot design can be more standardized, rationalization and marketization is the most need to consider the contemporary visual designers. How to judge whether the commercial mascot design is reasonable? How to make the commercial mascot design more suitable to the current market demand? How can commercial mascots be able to be detached from many products and cause consumers to purchase impulses? These questions can be answered from the perspective of consumer psychology. First of all, what kind of products does the consumer need? What types of mascots make consumers feel the urge to buy? This requires consideration of the external formal beauty of mascots, which includes the natural attributes of matter (color, shape, line, etc.), in fact, the external "form" and "color matching" of the mascot. "body" and "color matching" are the forms of beauty of mascots. Consumers find out the value characteristics of commercial mascots by comparing them. Therefore, the commercial mascot design needs to be simple and concise, market-oriented, with the rule of external formal beauty design modeling and color. At the same time, commercial mascot design ultimately needs to be presented to consumers through finished products. Therefore, the content, form and quality of the products surrounding the mascot will determine whether consumers are willing to accept the enterprise products. The effect of product production will be the basis for direct inspection of pre-design "shape" and "color matching". The successful cases of international commercial mascots design can bring us a lot of inspiration: good mascots are unique, innovative and market-oriented, regardless of material ideas, design techniques, development of peripheral forms. Today, when the production level of the modern society is increasingly strong and the consumption concept is gradually strengthening, facing the problems of numerous mascot design works, endless design techniques, and the renovation of the peripheral development patterns, etc. For our visual designers put forward the arduous design task requirements: do not follow the trend of design needs, keep calm and clear mind while carrying out rational analysis and design, The relationship between production and market can make the level of commercial mascot design more reasonable and standardized, and push it to a new height.
【学位授予单位】：河南大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：J524

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