现代白酒酒标的视觉语汇研究

发布时间：2018-06-15 09:34

本文选题：白酒酒标 + 视觉语汇　；参考：《湖南工业大学》2010年硕士论文

【摘要】：白酒酒标由商标、品牌名称、图形、色彩及产品相关信息组成。酒标经历了从最初的酒帘、单调的语汇形式到现代视觉语汇万象更新的发展过程。现代白酒酒标有保护功能、便利功能、促销功能、防伪功能、传播功能,其特点是实用性、文化性、精神体验性、信息性和科技性。对视觉语汇形态图形、文字、色彩等进行具体分析。图形运用写实的和装饰的表现手法,体现出返璞归真、华丽典雅、折中多样的风格特征。地域风情、民俗、时代背景是影响现代白酒酒标视觉语汇建构的主要因素。结合民俗理论体现喜气洋洋的红黄调、民间青涩的蓝调、缤纷多彩的个性用色特征。字体设计遵循思想性、易识别性、艺术性的原则,对品牌形象文字、广告宣传文字、资料说明文字及装饰性文字进行设计。现代白酒酒标造型设计遵循审美性原则和独创性原则,特征表现为传统与时尚并行、简约与纷繁穿插,具有独特的魅力。现代白酒酒标通过纸质材料的古色古香、金属材料的理性稳重、塑料材质的多变等体现材料的质感与美感。酒标材料的应用法则结合了文化传播性和五行。现代白酒酒标工艺特征不同,根据其特征探讨对白酒酒标视觉语汇产生的影响。结合市场与消费者的审美心理,提出现代白酒酒标的价值诉求即审美解说、文化传播、商业诉求。提出未来白酒酒标视觉语汇展望,结合平面设计从内在文化的多元、外在形态的多样体现的多元化设计观;依靠传统媒介和数字媒介体现人本化传媒观;把握整体,运用科技体现科技生态观。
[Abstract]:Liquor label consists of trademark, brand name, figure, color and product information. The wine mark has experienced the development from the original wine curtain, the monotonous vocabulary form to the modern visual vocabulary. Modern liquor label has protective function, convenience function, promotion function, anti-counterfeiting function and spreading function. Its characteristics are practicability, culture, spiritual experience, information and science and technology. To the visual vocabulary form figure, the text, the color and so on carries on the concrete analysis. Using realistic and decorative methods of expression, graphics reflect the features of nature, elegance and eclectic style. Regional customs, folklore and background are the main factors that influence the construction of visual vocabulary of modern liquor and wine mark. Combined with folklore theory to reflect the jubilant red and yellow tone, folk blue tone, colorful personality color characteristics. The font design follows the principles of ideological, recognizable and artistic, and designs the brand image, advertising, information and decorative characters. The modern liquor standard modeling design follows the aesthetic principle and the originality principle, the characteristic is the tradition and the fashion parallel, is simple and numerous interspersed, has the unique charm. The wine standard of modern liquor embodies the texture and beauty of material through the antique of paper material, the rational stability of metal material and the variety of plastic material. The application law of the wine mark material combines the spreading of culture and the five elements. According to the different technological characteristics of modern liquor standard, the influence on the visual vocabulary of liquor label was discussed. Combined with the aesthetic psychology of the market and consumers, this paper puts forward the value appeal of modern liquor and wine mark, that is, aesthetic interpretation, cultural communication and commercial appeal. Put forward the vision of the future wine label, combining with graphic design from the internal cultural diversity, external forms of diverse embodiment of the diversity of design view; rely on traditional media and digital media to reflect the humanistic media view; grasp the whole, Use science and technology to reflect the ecological view of science and technology.
【学位授予单位】：湖南工业大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：H136;F426.82

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