品牌形象中的色彩识别研究

发布时间：2018-03-18 21:48

本文选题：品牌理念识别　切入点：符号学理论　出处：《湖南大学》2009年硕士论文　论文类型：学位论文

【摘要】： 随着日益激烈的国际化竞争,品牌发展已进入“同质化”时代,企业要想从众多品牌中脱颖而出,在消费者心中留下深刻印象并得到认可,塑造鲜明的品牌形象显得尤为重要。在品牌形象识别过程中,色彩以其独特的视觉表现和文化语义,在设计中起着重要的作用。如何有效运用色彩这一载体,使企业在短时间内彰显差异,对企业的发展十分重要! 品牌形象中的色彩系统在视觉效果上既要适应消费者对品牌的心理需求,又要符合社会流行趋势,才能产生好的形象识别。为品牌寻求合理的色彩并进行有效识别,是本文研究的重点内容。由于品牌形象识别战略的的核心是企业理念识别系统,而色彩符号又具有传达文化理念的特性,所以从某种程度上说,品牌形象识别,是通过色彩识别来实现的。品牌形象中的色彩设计方法就是先提炼出品牌理念,然后根据理念寻找能代表理念识别的色彩系统,从而利用确定的色彩,对需要识别的品牌进行设计。本文依据色彩的基本理论及符号学理论,详尽分析色彩符号文化语义的传达,综合考虑影响色彩的各种因素,得出常用色彩语义与文化理念之间一一对应的关系,并总结出与之相对应的品牌行业色彩应用范围。希望对品牌识别中的色彩设计提供参考价值。
[Abstract]:With the increasingly fierce international competition, brand development has entered an era of "homogeneity". If enterprises want to stand out from many brands, they will be impressed and recognized in the hearts of consumers. In the process of brand image recognition, color, with its unique visual expression and cultural semantics, plays an important role in the design. So that the enterprise in a short period of time to highlight differences, the development of enterprises is very important! In the visual effect of brand image, the color system should not only adapt to the consumer's psychological demand for brand, but also conform to the popular trend of society, so as to produce good image recognition. It is the key content of this paper. Because the core of the brand image recognition strategy is the enterprise concept recognition system, and the color symbol has the characteristic of conveying the cultural idea, so to some extent, the brand image recognition, It is realized by color recognition. The color design method in brand image is to extract the brand idea first, and then, according to the idea, to find the color system that can represent the idea recognition, so as to make use of the determined color. Design the brands that need to be identified. Based on the basic theory of color and the theory of semiotics, this paper analyzes the cultural semantics of color symbols in detail, synthetically considers the various factors that affect color, and draws a one-to-one correspondence between the commonly used color semantics and cultural ideas. It also summarizes the application scope of the brand color industry and hopes to provide reference value for the color design in brand recognition.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：J063

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