极简主义在日用品牌中视觉形象设计研究

发布时间：2018-05-09 12:54

本文选题：极简主义 + 日用品牌　；参考：《广西师范大学》2017年硕士论文

【摘要】：在当今社会中,快节奏的生活方式使消费者审美需求发生了转变,日用品牌的发展需要开拓出新的设计思路,方可有效形成品牌差异化,其中视觉设计是对品牌形象最直观的体现。本文以极简主义运用在日用品牌中视觉形象设计为研究对象,试图通过对较有代表性的极简主义风格的日用品牌进行分析和探讨,构建出极简主义在日用品牌中视觉形象的设计策略与方法。从品牌设计的角度来看,本文是对整个日用品牌风格塑造进行研究,主要针对极简主义品牌风格建立过程和体现极简主义品牌风格的视觉形象设计系统的构建。以此思路,本论文的结构是:第一部分以研究课题的背景、现状、目的、意义以及研究的主要内容引出课题。第二部分与第三部分是对极简主义与极简主义日用品牌视觉形象设计的相关理论概念阐述。第四个部分是对较有代表性的极简主义风格的日用品牌进行案例要点分析与研究,发掘其内在的共性特征。第五部分是通过综合研究,确立出极简主义日用品牌视觉形象设计原则,依据案例共性构建出极简主义日用品牌视觉形象的设计策略与方法。第六部分以探讨出的新策略来构建致普良品品牌视觉形象设计,以此验证策略的可行性与有效性。通过对案例的分析、比较与提炼,以其共性来构建出极简主义在日用品牌中视觉形象的设计策略分三个板块即:一为构建极简主义产品系统;二为构建极简主义品牌系统;三为构建极简主义品牌视觉形象系统。极简主义风格的品牌视觉形象设计是极简主义运用在日用品牌发展中的一个不可缺少、具有整合性、唯一性的信息传播工具,没有以构建极简主义产品系统和品牌系统为基础的极简主义视觉形象设计是空洞的没有支撑的,这三者是环环相扣、不可缺少的关系。通过前面两个板块构建,最终导向的是极简主义日用品牌视觉形象设计,以极简主义日用品牌视觉形象设计原则为依据,对标志、广告、销售视觉终端等不同系统,通过对设计符号的选择,对艺术形式追求简洁化,充分通过整体简洁的画面结构体现出极简主义的特性,使极简主义运用在日用品牌视觉形象设计中,在传播信息有效的前提下,设计表现在logo极简、广告极简、包装极简、销售视觉终端设计极简等方面。以此策略与方法进行视觉形象设计,其产生的视觉结果能够合理有效的传播出极简主义的品牌风格,符合绿色设计的要求,满足消费者的使用与审美需求,提高品牌忠诚度,促进日用品牌在竞争中取得优势。因此,构建极简主义在用品牌中视觉形象设计策略与方法是具有理论与现实意义的研究。
[Abstract]:In today's society, the fast-paced lifestyle has changed the aesthetic needs of consumers. The development of daily brands needs to develop new design ideas to effectively form brand differentiation. Visual design is the most intuitive embodiment of brand image. This article takes the minimalism application in the daily brand visual image design as the research object, attempts to carry on the analysis and the discussion to the representative minimalism style daily use brand. To construct the design strategy and method of minimalism in the visual image of daily brand. From the point of view of brand design, this paper studies the whole daily brand style, mainly aiming at the establishment process of minimalist brand style and the construction of visual image design system which embodies minimalist brand style. In this way, the structure of this paper is as follows: the first part leads to the subject with the background, present situation, purpose, significance and main contents of the research. The second part and the third part explain the concept of minimalism and minimalism in the visual image design of daily brand. The fourth part is the case analysis and research on the representative minimalist style of daily brand to explore its inherent common characteristics. The fifth part is through the comprehensive research, establishes the minimalism daily brand visual image design principle, constructs the minimalism daily brand visual image design strategy and the method according to the case generality. The sixth part discusses the new strategy to construct the brand visual image design to verify the feasibility and effectiveness of the strategy. By analyzing, comparing and refining cases, the design strategy of visual image of minimalism in daily brand can be divided into three parts: one is to construct minimalist product system, the other is to construct minimalist brand system. The third is to build a minimalist brand visual image system. Brand visual image design in minimalist style is an indispensable, integrated and unique information dissemination tool used in the development of daily brand. The visual image design of minimalism, which is not based on the construction of minimalist product system and brand system, is empty and unsupported, and these three are interlocking and indispensable relations. Through the construction of the front two plates, the final direction is the design of the visual image of the minimalist daily brand. Based on the principles of the visual image design of the minimalist daily brand, different systems such as logo, advertisement, sales visual terminal, etc. Through the choice of design symbols, the pursuit of succinctness to the art form, fully through the overall concise picture structure to reflect the characteristics of minimalism, so that minimalism is used in the visual image design of daily brand. Under the premise of effective dissemination of information, the design is shown in logo minimization, advertisement minimization, packaging minimization, sales vision terminal design minimization and so on. This strategy and method for visual image design, its visual results can reasonably and effectively spread the minimalist brand style, meet the requirements of green design, meet the needs of consumers and aesthetic needs, improve brand loyalty. Promote the daily brand to gain the advantage in the competition. Therefore, the construction of minimalism in the use of visual image design strategy and method is of theoretical and practical significance.
【学位授予单位】：广西师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：J524

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