中国传统视觉符号在房地产标志设计中的应用研究

发布时间：2018-05-04 15:55

本文选题：中国传统视觉符号 + 房地产标志设计　；参考：《西北大学》2011年硕士论文

【摘要】：中国传统文化源远流长,具有丰富的内涵,中国传统视觉符号作为中国传统文化的一个重要组成部分,富有深刻的含义和丰富多彩的视觉造型,对我国现代视觉设计尤其是商业标志设计的发展产生了一定的影响。近年来,在房地产标志的设计中,中国传统视觉符号作为重要的设计元素,不断融入房地产标志设计之中,对于塑造房地产企业品牌形象,彰显企业独特个性,顺应受众不断提高的审美需求有着重要的意义。本文借鉴符号学、广告学、营销学等相关理论,首先对中国传统视觉符号在房地产标志设计中的发展现状进行了概述。其次,通过剖析中国传统视觉符号的内涵及特征,对房地产标志潜在的商业价值和艺术特质进行了认真分析,并结合笔者在房地产行业从事楼盘标志设计的实例及实践感悟对中国传统视觉符号在房地产标志设计中的应用方式从“形、势、意”三方面进行了较深入的研究。最后对传统视觉符号在房地产品牌塑造中的意义与发展趋势做了分析与探讨。以期为优化房地产标志设计、拓展创意思路、传承中国传统文化奠定理论与实践基础,为中国传统视觉符号在房地产标志设计中的创新与探索,以及在设计实践活动中的有效运用提供借鉴与参考。
[Abstract]:Chinese traditional culture has a long history and rich connotation. As an important part of Chinese traditional culture, Chinese traditional visual symbol is rich in profound meaning and colorful visual modeling. It has a certain influence on the development of modern visual design, especially commercial logo design in China. In recent years, in the design of real estate logo, Chinese traditional visual symbol, as an important design element, has been continuously integrated into the design of real estate logo, to mold the brand image of the real estate enterprise and to highlight the unique personality of the enterprise. It is of great significance to adapt to the increasing aesthetic demand of the audience. Based on the related theories of semiotics, advertising and marketing, this paper summarizes the development of Chinese traditional visual symbols in real estate logo design. Secondly, by analyzing the connotation and characteristics of Chinese traditional visual symbols, this paper makes a careful analysis of the potential commercial value and artistic characteristics of real estate signs. Combined with the author's practice and experience in real estate logo design, the author makes a deep research on the application of Chinese traditional visual symbols in real estate logo design from three aspects: "shape, potential, meaning". Finally, the significance and development trend of traditional visual symbols in real estate brand shaping are analyzed and discussed. In order to optimize the real estate logo design, expand creative ideas, inherit the traditional Chinese culture and lay a theoretical and practical foundation, for the Chinese traditional visual symbols in the real estate logo design innovation and exploration, And in the design practice of effective use to provide reference and reference.
【学位授予单位】：西北大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：J524

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