刺绣类非物质文化品牌视觉形象设计研究

发布时间：2018-10-29 18:54

【摘要】：非物质文化遗产是一种活态文化传统,有关非物质文化的传承与保护不容忽视,在社会的不断发展中,有关于非物质文化的传承方式也发生了新的变革,非物质文化产业品牌化是现代社会中对其推广的有效方式,而非物质文化品牌视觉形象的提升对我国民族品牌的发展具有重要意义。刺绣艺术是非物质文化中的一项重要分支,本文基于视觉设计,以刺绣类非物质文化品牌为研究对象,主要采取文献研究法、调查法、案例分析等研究方法,围绕品牌视觉形象设计方面展开,通过前期调研选择了有福湘绣、古吴绣皇、非素刺绣、伊飞湘绣、广绣庄、龙凤庄、一针一线等七个视觉设计方面相对较好的刺绣品牌,并分别从整体视觉系统、刺绣产品纹饰创意、广告宣传、店面装潢等方面,总结了当前刺绣类非物质文化品牌的优势与不足。提出提升其视觉形象的思路,即优化刺绣类非物质文化品牌的定位、考虑传统元素与当代视觉元素如何进一步有效结合、基于新兴媒介载体进行视觉设计、注重新生代消费群的审美需求及人本设计理念的融入等。继而得出一系列适用于刺绣类非物质文化品牌形象建构的有效设计方法,如符号设计法、基因识别法、叙事性设计法、动态识别法等,作者选择其中几种方法,进行了相关设计。研究结论对于非物质文化品牌视觉形象的建构具有重要意义。一方面,研究所得的设计理念为未来的非物质文化品牌创意人提供了清晰有效的思路,使其在进行品牌规划时,目的性更强；另一方面,研究所得设计方法能为品牌设计师提供可行性设计方法,使其进行具体设计操作时,具有相关设计手法的理论参考。
[Abstract]:Intangible cultural heritage is a living cultural tradition. The inheritance and protection of immaterial culture can not be ignored. In the continuous development of society, new changes have taken place in the way of immaterial culture inheritance. The brand of immaterial culture industry is an effective way to popularize it in modern society, and the promotion of visual image of immaterial cultural brand is of great significance to the development of national brand in our country. Embroidery art is an important branch of immaterial culture. Based on visual design, this paper mainly adopts literature research, investigation, case analysis and other research methods. Focusing on the brand visual image design, through the preliminary investigation and research has selected seven relatively good embroidery brands in visual design, such as Fu Xiang embroidery, ancient Wu embroidery emperor, non-plain embroidery, Yifei Xiang embroidery, Guangxiuzhuang, Longfeng Zhuang, one stitch and so on. And from the overall visual system, embroidery product decoration creativity, advertising, store decoration and other aspects, summed up the current non-material cultural brand embroidery advantages and disadvantages. The idea of improving its visual image is to optimize the orientation of immaterial cultural brand of embroidery, to consider how to combine traditional elements with contemporary visual elements effectively, and to carry out visual design based on new media carrier. Pay attention to the aesthetic needs of the new generation of consumers and the integration of human-based design concept and so on. Then a series of effective design methods, such as symbol design method, gene recognition method, narrative design method, dynamic identification method and so on, are obtained, which are suitable for the construction of immaterial cultural brand image of embroidery. Related design was carried out. The conclusion is of great significance to the construction of visual image of non-material cultural brand. On the one hand, the design concept of the research provides a clear and effective way for the future non-material cultural brand creators, making it more purposeful in the brand planning; On the other hand, the design method can provide the feasible design method for the brand designer, and make it have the theory reference of the relevant design method when carrying on the concrete design operation.
【学位授予单位】：西华大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：J524

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