现代楼书设计研究
发布时间：2018-08-24 19:28
【摘要】： 楼书设计作为促销宣传品设计的一支，以往只重视其表面化的功能而对其本身缺乏理论系统的研究，甚至是一个空白。楼书设计进入我国的时间比较晚，但是发展迅猛。随着我国经济建设的进程，人们对房地产开发的日益追捧，全国各大城市的房地产开发量不断增大，对房地产项目的整体策划、定位与设计变得越来越重要，与此同时，也对作为宣传房地产项目的楼书提出了更高的要求。设计优良的楼书可以补充大众媒体诸如电视、广播、杂志、报纸宣传的不足，例如没有时间接受视听媒体广告，不能方便获取完整的，具体的销售信息等。楼书可以相对灵活的进行综合性或针对性的设计，以达到信息传播的细节性和完整性的目的。另一方面消费者通过楼书这个窗口可以根据自己的需要，主动的放弃或选择楼书中的广告信息，最终达到或者促进开发商销售楼盘的目的。 本质上来看，楼书就是一名销售员。对于一些公司来说，设计一本楼书就是他们所拥有的唯一的销售力量。但对多数商家而言，楼书仅仅只是他们销售攻势的第一波。而无论采用任何一种方式，都必须表达一种意见，一种为了使它更为有效的劝服消费者购买或改变行为的引人注目的意见。如果我们把开发商开发的一个楼盘看成是一件商品，那么这件商品就需要通过销售来为开发商获取利润。楼书是楼盘销售信息的集合，，它主要面对的是消费者。同样的道理我们把整个楼盘开发看做是一个促销过程的话，那么在整个促销过程中楼书起着重要的载体作用。而作为促销载体的楼书，本身的设计性就凸显重要起来。这关系到设计的楼书可否带来楼盘很好的销售量。也就直接关系到楼盘开发商切身的经济利益和投资回报。因此楼书这件小小的印刷品起着重要的促销作用。 从楼书外在形态上来看，现在制作的楼书可以说是千奇百怪，花样翻新。形状也有很多种。在开本页码、结构切割、纸张的选择、印刷等方式上也相对独立自由。 本文一方面通过对楼书这种促销宣传品的系统论述来说明现代楼书设计性质、目的、作用。另一方面也提出了现阶段楼书设计出现的不少问题。如今的某些楼书已经不仅仅在解释楼盘，或者说有的楼书根本就已经失去了解释楼盘的功能，尤其是一些高档项目的楼书，更是一本比一本制作精良。捧在手里象一本精装的文化名著，让人受宠若惊。而翻开后就会发现，这样的楼书往往都是装帧异常精美，内容空洞无物。 楼书应该就是让读者通过阅读，全面了解楼盘的一种读物。它的形式可以是精美的，但它的内容也应该是实在的。然而，翻开现在的楼书，里面却总是会有很多不知所云的图画扑面而来令人不知所措。这些都是需要设计者吸取的不足之处。
[Abstract]:As one of the promotional materials design, the design of building book only attached importance to its superficial function and lacked the theoretical systematic research, even a blank. The design of the building book entered our country late, but the rapid development. With the process of economic construction in our country, people are pursuing the development of real estate day by day, and the amount of real estate development in the major cities of the country is increasing, so it is more and more important to plan, locate and design the real estate project as a whole, at the same time, Also for the promotion of real estate projects as the book put forward a higher request. Well-designed building books can supplement the shortcomings of mass media such as television, radio, magazines, newspapers, such as not having time to accept audio-visual media advertising, and can not easily obtain complete, specific sales information. Building books can be relatively flexible for comprehensive or targeted design, in order to achieve the details and integrity of the purpose of information dissemination. On the other hand, consumers can give up or choose the advertising information according to their own needs, and finally achieve or promote the purpose of developers selling real estate. In essence, the book is a salesman. For some companies, designing a book is the only sales force they have. But for most businesses, building books are just the first wave of their sales offensive. Either way, an opinion must be expressed, a compelling opinion to make it more effective in persuading consumers to buy or change their behavior. If we consider a building developed by a developer as a commodity, then the product needs to be sold to make a profit for the developer. Floor book is the collection of real estate sales information, it is mainly faced with consumers. In the same way, we regard the whole property development as a promotion process, then in the whole promotion process floor books play an important role in the carrier. As a sales promotion carrier, the design of the book itself highlights the importance. This is related to the design of the book can bring good sales of the building. Also directly related to the real estate developer's immediate economic interests and return on investment. So the little print book plays an important role in promoting sales. From the outside form of the building book, now the building book can be said to be strange, in retrofit. There are also many shapes. In the open page number, structure cutting, paper selection, printing and other methods are relatively independent. On the one hand, this paper explains the design nature, purpose and function of modern building books by systematically discussing the promotional materials. On the other hand, it also puts forward a lot of problems in the design of building books at this stage. Some of today's books have not only explained the real estate, or some have lost the function of explaining the building, especially some high-end projects of the book, but also a better than a book. Holding in hand like a hard-bound cultural masterpiece, people are flattered. And will discover after opening, such building book is bound beautifully often, content is empty. The building book should let the reader through the reading, comprehensive understanding of the real estate a reading. Its form may be exquisite, but its content should also be real. However, open the present building books, there will always be a lot of unintelligible pictures coming at a loss. These are the deficiencies that need to be absorbed by designers.
【学位授予单位】：四川大学
【学位级别】：硕士
【学位授予年份】：2007
【分类号】：F293.3
本文编号：2201800
[Abstract]:As one of the promotional materials design, the design of building book only attached importance to its superficial function and lacked the theoretical systematic research, even a blank. The design of the building book entered our country late, but the rapid development. With the process of economic construction in our country, people are pursuing the development of real estate day by day, and the amount of real estate development in the major cities of the country is increasing, so it is more and more important to plan, locate and design the real estate project as a whole, at the same time, Also for the promotion of real estate projects as the book put forward a higher request. Well-designed building books can supplement the shortcomings of mass media such as television, radio, magazines, newspapers, such as not having time to accept audio-visual media advertising, and can not easily obtain complete, specific sales information. Building books can be relatively flexible for comprehensive or targeted design, in order to achieve the details and integrity of the purpose of information dissemination. On the other hand, consumers can give up or choose the advertising information according to their own needs, and finally achieve or promote the purpose of developers selling real estate. In essence, the book is a salesman. For some companies, designing a book is the only sales force they have. But for most businesses, building books are just the first wave of their sales offensive. Either way, an opinion must be expressed, a compelling opinion to make it more effective in persuading consumers to buy or change their behavior. If we consider a building developed by a developer as a commodity, then the product needs to be sold to make a profit for the developer. Floor book is the collection of real estate sales information, it is mainly faced with consumers. In the same way, we regard the whole property development as a promotion process, then in the whole promotion process floor books play an important role in the carrier. As a sales promotion carrier, the design of the book itself highlights the importance. This is related to the design of the book can bring good sales of the building. Also directly related to the real estate developer's immediate economic interests and return on investment. So the little print book plays an important role in promoting sales. From the outside form of the building book, now the building book can be said to be strange, in retrofit. There are also many shapes. In the open page number, structure cutting, paper selection, printing and other methods are relatively independent. On the one hand, this paper explains the design nature, purpose and function of modern building books by systematically discussing the promotional materials. On the other hand, it also puts forward a lot of problems in the design of building books at this stage. Some of today's books have not only explained the real estate, or some have lost the function of explaining the building, especially some high-end projects of the book, but also a better than a book. Holding in hand like a hard-bound cultural masterpiece, people are flattered. And will discover after opening, such building book is bound beautifully often, content is empty. The building book should let the reader through the reading, comprehensive understanding of the real estate a reading. Its form may be exquisite, but its content should also be real. However, open the present building books, there will always be a lot of unintelligible pictures coming at a loss. These are the deficiencies that need to be absorbed by designers.
【学位授予单位】：四川大学
【学位级别】：硕士
【学位授予年份】：2007
【分类号】：F293.3
【引证文献】
相关期刊论文 前1条
1 陈芳;;平面楼书设计的问题研究——以徐州房地产楼书设计为切入点[J];艺术与设计(理论);2009年12期
相关硕士学位论文 前1条
1 刘艳飞;90年代以来我国房地产报纸广告设计的发展研究[D];苏州大学;2010年
本文编号：2201800
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