中国市场日化产品的视觉传达设计研究

发布时间：2018-06-23 05:40

本文选题：视觉传达设计 + 日化产品　；参考：《合肥工业大学》2012年硕士论文

【摘要】：日化产品是生活中的消耗品也是必需品,在中国有着巨大的需求量和市场前景。但是,在中国日化市场上外国品牌几乎抢占了整个中国日化市场。造成这种局面的原因,除了产品类型、功用和消费观念等因素外,跟产品营销的视觉传达方式有着直接的和重要的关系。中国有很多很好的日化产品,由于受到“好酒不怕巷子深”的传统观念影响,其视觉传达设计并没有跟上时代的步伐,没有适时地根据消费心理和审美观念来改进,不注重产品营销的视觉传达方式,产品外观几十年如一日,以致降低和削弱了市场竞争力。中国现有日化产品的视觉传达设计存在的主要问题是,对西方广告模式的盲目跟风和生硬模仿,忽视了中国传统文化资源和民族特色开发利用,以致丢掉了中国品牌那浓浓的“中国味”。本文在分析当前日化产品视觉传达的误区的基础上,通过解剖典型案例,总结其中的经验教训,进而提出日化产品视觉传达的设计原则：内容的选择对日化产品广告至关重要广告的理念要明确,深入调研是基础前提,然后找出准确定位,塑造品牌形象。我们认为,日化产品的视觉传达设计要走出自己的路,切合中国人的文化精神和审美趣味,就要注重发掘、利用中国元素,继承传统视觉艺术“以形写神,重在传神”的理念,由重外在表现到重内在蕴含,挖掘和善用民间文化资源,寻求适合中国消费者的诉求点,包括中国式养生之道的诉求和中国式情感的诉求。由此出发,本文选取百雀羚、孩儿面、百年润发等国产著名品牌的视觉设计进行分析,找出问题,进而提出设计策划方案。希望通过我们广大设计师的共同努力,凭借中国经济发展、文化昌盛、综合国力和世界影响力增强的复兴之势,创造出融和中国式情感、语言、文化观念,具有中国气质和民族特色的设计作品,加强和提高中国日化品牌记忆度和辨识率,树立中国品牌形象,提高产品的市场竞争力。
[Abstract]:Daily chemical products are consumables and necessities in daily life, which have great demand and market prospect in China. However, in China's daily chemical market, foreign brands almost seize the entire Chinese daily chemical market. Besides the factors of product type, function and consumption concept, there is a direct and important relationship with the visual communication mode of product marketing. China has many good daily chemical products. Because of the traditional concept of "good wine is not afraid of deep alleys", its visual communication design has not kept pace with the times and has not been improved in time according to consumer psychology and aesthetic concepts. Without paying attention to the visual communication of product marketing, the appearance of the product is like a day for decades, which reduces and weakens the competitiveness of the market. The main problem in the visual communication design of China's existing daily chemical products is that the blind imitation of the western advertising model ignores the development and utilization of Chinese traditional cultural resources and national characteristics. To the loss of the Chinese brand that strong "Chinese flavor." On the basis of analyzing the misunderstandings of visual communication of daily chemical products at present, this paper summarizes the experience and lessons through dissecting typical cases. Then it puts forward the design principle of visual communication of daily chemical products: the choice of content should be clear to the idea of advertising of daily chemical products, in-depth investigation is the basic premise, and then to find out the accurate positioning, to shape the brand image. We believe that the visual communication design of daily chemical products should go out of its own way and suit the cultural spirit and aesthetic taste of the Chinese people. It is necessary to pay attention to the exploration and use of Chinese elements, and inherit the traditional visual art idea of "writing spirit in form, focusing on evoking". From external expression to internal implication, we should explore and make good use of folk cultural resources, and seek for the demand points suitable for Chinese consumers, including the Chinese way of health preservation and the Chinese style of emotional demands. From this point of view, this paper analyzes the visual design of famous domestic brands, such as Birkwilder, Kid noodles and hundred years Runfa, finds out the problems, and then puts forward the design planning scheme. We hope that through the joint efforts of our designers, with the revival of China's economic development, cultural prosperity, comprehensive national strength and increased influence in the world, we will create a fusion of Chinese emotions, languages, and cultural concepts. The design works with Chinese temperament and national characteristics strengthen and improve the memory and identification rate of Chinese daily chemical brands, establish the image of Chinese brands, and improve the market competitiveness of products.
【学位授予单位】：合肥工业大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：J524

【参考文献】