白鹤清酒广告设计

发布时间：2018-06-28 17:53

本文选题：清酒 + 广告设计　；参考：《浙江理工大学》2015年硕士论文

【摘要】：本次毕业设计的选题是《白鹤清酒广告设计》,白鹤清酒在我国以网购、实体为主要的销售渠道,目前市场上少有为其专门设计的广告投放,而已有的广告设计效果欠佳,品牌知名度不高,笔者试图通过对消费者体验式营销理论的研究,从情感体验、感官体验角度出发对白鹤清酒进行广告设计。通过将传统的浮世绘元素转化为富有现代设计感的视觉符号,使目标消费者达到思维上的认同、情感上的共鸣,通过摄影的表现方式来展现产品的独特设计之余,以抽象矢量的图形符号来诠释浮世绘风格在当代设计中的运用。第一部分市场调研报告。本次选题的市场调查主要集中在清酒的品牌资料搜集、消费者生活习惯、消费风格的调研采访。首先,对清酒的相关品牌资料和市场上流通的品牌进行了解分析。其次,通过市场调查了解目标消费群体的消费心理和消费习惯偏好。最后,搜集白鹤清酒现有的广告设计和推广效果,为本选题的设计制作提供事实依据。第二部分文献研究报告。通过对消费者体验式营销理论的深入研究,从情感体验、感官体验的角度出发,进行受众的消费心理、视觉需求分析,为本选题设计创作出符合目标消费者喜爱的广告提供了理论依据。第三部分设计实践报告。主要陈述本次选题的广告设计全过程,从平面广告创意的构思和陈述,到具体设计方案的执行与修改,从产品宣传册、产品折页设计到产品形象物、环保袋等衍生品的设计开发,都进行了详细的阐述。同时,对这次广告设计制作提出反思和总结,从设计理念、设计创作能力等方面进行综合的评价。
[Abstract]:The topic of this graduation project is "White Crane sake Advertising Design." White Crane sake is mainly sold through online shopping and entity in our country. At present, there are few advertisements specially designed for it in the market, but the effect of existing advertising design is not good enough. Brand awareness is not high, the author tries to research the theory of consumer experiential marketing, from the emotional experience, sensory experience point of view of white crane sake advertising design. By transforming traditional paleocene elements into visual symbols full of modern design sense, the target consumers can reach the recognition of thinking, emotional resonance, and display the unique design of the product through the way of photography. Use abstract vector graphic symbols to explain the application of Archaean painting style in contemporary design. The first part of the market research report. This topic mainly focuses on the brand data collection, consumer life habits and consumer style interviews. First of all, the related brand information and market circulation brand analysis. Secondly, through the market survey to understand the consumer psychology and consumer habits of the target group preference. Finally, collect the existing advertising design and promotion effect of Baihe sake, and provide the factual basis for the design and production of this topic. The second part of the literature research report. Through the in-depth study of consumer experiential marketing theory, from the perspective of emotional experience and sensory experience, the consumer psychology and visual needs of the audience are analyzed. It provides a theoretical basis for the design of this topic to meet the needs of the target consumers. The third part of the design practice report. It mainly states the whole process of the advertising design of this topic, from the conception and statement of the originality of the print advertisement to the execution and modification of the specific design scheme, from the product brochure, the product folding design to the product image. Environmental protection bags and other derivatives design and development, are described in detail. At the same time, it puts forward the reflection and summary of the advertisement design, and makes a comprehensive evaluation from the design idea, the design creation ability and so on.
【学位授予单位】：浙江理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：J524.3

【参考文献】