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中国国货品牌形象设计的视觉表现形式研究

发布时间:2018-03-04 10:37

  本文选题:国货 切入点:品牌 出处:《浙江工业大学》2010年硕士论文 论文类型:学位论文


【摘要】:在21世纪的今天,经济日益发展,人民生活水平日渐提高,审美意识观念也随之增长,一些原有的中国国货品牌的视觉形象设计已经不能满足人民日益增长的物质与精神文化的需求,因此,中国国货品牌的视觉形象需要与时俱进地进行一些设计。 本文主要通过文献法,实地调查法,案例分析法,归纳总结法等对中国国货品牌设计视觉表现形式加以研究,首先分析了中国近现代国货品牌设计视觉表现形式的特征,从中国近现代国货品牌的商标设计、报刊杂志广告设计、中文字体设计、招贴设计等方面的视觉表现形式进行研究,概括总结了一些视觉表现形式的特征,接着在第3章分析研究了中国当代国货品牌再设计视觉表现形式的特征,通过结合具体案例对中国当代国货品牌标识、包装、杂志海报、网页再设计的视觉表现形式进行研究,分析概括出其一些特征。最后从中国近现代和当代国货品牌设计的视觉表现形式的特征上受到启发,对中国国货品牌设计视觉表现形式未来的发展趋势做了探讨,主要包括三个方面:全球化的思考,本地化的行动;创造品牌故事及情感体验;拓展延伸、与时俱进。在本文的最后一章中,对本文的研究工作做了一个总结,并对下一步研究工作做了展望。
[Abstract]:In 21th century, with the increasing development of the economy, the people's living standards are improving day by day, and the concept of aesthetic consciousness is also growing. Some original Chinese brand visual image design can not meet the increasing material and spiritual needs of the people, therefore, the Chinese brand visual image needs to keep pace with the times for some design. This article mainly through the literature method, the field investigation method, the case analysis method, the induction summary method and so on, carries on the research to the Chinese domestic product brand design visual expression form, first has analyzed the Chinese modern domestic product brand design visual expression form characteristic, From the aspects of trademark design, advertisement design of newspapers and magazines, Chinese font design, poster design and so on, this paper summarizes the characteristics of some visual expression forms. Then in chapter 3, it analyzes the characteristics of Chinese contemporary domestic brand redesign visual expression, and studies the visual expression form of Chinese contemporary domestic brand logo, packaging, magazine poster, web page redesign by combining with specific cases. Finally, inspired by the characteristics of the visual expression of Chinese brand design in modern and contemporary China, this paper discusses the future development trend of the visual expression form of Chinese brand design. It mainly includes three aspects: the thinking of globalization, the action of localization, the creation of brand story and emotional experience, the expansion and extension, and the advance with the times. In the last chapter of this paper, a summary is made of the research work in this paper. The future research work is prospected.
【学位授予单位】:浙江工业大学
【学位级别】:硕士
【学位授予年份】:2010
【分类号】:J524

【参考文献】

相关期刊论文 前1条

1 顾媛媛;陈新华;;企业品牌的视觉塑造与品牌形象感知——从国际品牌形象探析我国企业自主品牌创新中的形象设计途径[J];包装世界;2008年06期



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