游艇品牌形象設(shè)計中的感官元素研究
發(fā)布時間：2018-08-07 16:53
【摘要】：在現(xiàn)代社會，游艇產(chǎn)業(yè)逐漸出現(xiàn)在各大城市，發(fā)展非常迅速。不過，游艇并不是一般老百姓都能消費(fèi)的，它代表著一種新型的高端、時尚的生活方式。因此，在游艇產(chǎn)品的銷售過程中，游艇的品牌形象設(shè)計必須針對目標(biāo)用戶人群做出高端化的設(shè)計戰(zhàn)略，在最大化的程度上為目標(biāo)群體提供多方位的體驗，從而形成一種忠實的品牌忠誠關(guān)系。由此，鑒于品牌形象設(shè)計在整個游艇產(chǎn)品推廣中的重要地位，本文將從品牌形象設(shè)計與消費(fèi)者之間的關(guān)系入手，結(jié)合感官設(shè)計元素進(jìn)行游艇品牌形象設(shè)計研究，，重在從視覺、聽覺、嗅覺和觸覺四個感官角度來探索出一種更為創(chuàng)新且具有情感化體驗的游艇品牌形象設(shè)計方式。 雖然現(xiàn)在游艇品牌非常多，但是其感官元素在現(xiàn)有的品牌形象設(shè)計中的體現(xiàn)大多局限于視覺表現(xiàn)之上，有的游艇公司雖然會推出專門的宣傳視頻，創(chuàng)造視聽的效果，但對于嗅覺和觸覺方面的設(shè)計仍然很少。對此，課題結(jié)合現(xiàn)有的問題進(jìn)行了游艇品牌感官元素設(shè)計的系列構(gòu)思和理論研究，著重分析感官元素的具體運(yùn)用，在游艇品牌系列設(shè)計中提出要突出感官性和情感化的設(shè)計理念，期望給今后的設(shè)計師們帶來一定的靈感。 首先，文章對研究課題背景、目的意義、研究現(xiàn)狀和研究方法等進(jìn)行了介紹，奠定了整個文章的理論和背景基礎(chǔ)。其次，闡述游艇品牌形象設(shè)計的基本內(nèi)涵，界定品牌形象的概念，確定游艇品牌形象設(shè)計的內(nèi)容。再次，文章深入分析游艇品牌形象設(shè)計中的感官設(shè)計理念，分別從感官識別、感官記憶、感官通感和感官傳遞四個方面來闡述游艇品牌形象設(shè)計中的感官價值，并對游艇品牌形象感官設(shè)計中的視覺可視化、聽覺立體化、嗅覺情境化和觸覺體驗化內(nèi)容進(jìn)行研究。然后，文章在感官理論的基礎(chǔ)上，主要從視覺設(shè)計、聽覺設(shè)計、嗅覺設(shè)計和觸覺設(shè)計四個大的方向進(jìn)行闡述，重在感官元素與品牌設(shè)計的全方位融合，從而打造出更具體驗感的游艇品牌系統(tǒng)，最終實現(xiàn)游艇品牌形象感官設(shè)計的情感提升，實現(xiàn)不同感官的情感融合與一體化的情感體驗。
[Abstract]:In modern society, yacht industry gradually appears in the major cities, the development is very rapid. However, yachts are not common people can consume, it represents a new high-end, fashion lifestyle. Therefore, in the marketing process of yacht products, the brand image design of yacht must be aimed at the target users to make a high-end design strategy, in order to maximize the target group to provide a multi-faceted experience. Thus forming a loyal brand loyalty relationship. Therefore, in view of the important position of brand image design in the whole yacht product promotion, this article will start with the relationship between brand image design and consumers, combine the sensory design element to carry on the yacht brand image design research, the emphasis is from the vision, Auditory, olfactory and tactile sensory angles to explore a more innovative and emotional experience of yacht brand image design. Although there are many yacht brands at present, most of the sensory elements in the existing brand image design are limited to visual performance. Although some yacht companies will launch special promotional videos to create audio-visual effects, But the design of sense of smell and touch is still rare. In view of this, the subject carries on the series conception and the theory research of the yacht brand sensory element design combined with the existing problems, with emphasis on the analysis of the specific application of the sensory elements, In the design of yacht brand series, the author puts forward the idea of emphasizing sensuality and emotion, and expects to bring inspiration to designers in the future. Firstly, the paper introduces the research background, purpose significance, research status and research methods, and establishes the theoretical and background foundation of the whole article. Secondly, it expounds the basic connotation of yacht brand image design, defines the concept of brand image, and determines the content of yacht brand image design. Thirdly, the article deeply analyzes the concept of sensory design in yacht brand image design, respectively from four aspects of sensory recognition, sensory memory, sensory synaesthesia and sensory transmission to elaborate the yacht brand image design sensory value. The contents of visual visualization, auditory three-dimensional, olfactory situational and tactile experience in the sensory design of yacht brand image are also studied. Then, on the basis of sensory theory, the article mainly from the visual design, auditory design, olfactory design and tactile design four major directions, focusing on sensory elements and brand design in all directions, In order to create a more experiential yacht brand system, ultimately achieve the yacht brand image sensory design emotional enhancement, achieve the integration of different senses of emotion and emotional experience.
【學(xué)位授予單位】：武漢理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F592;J524
本文編號：2170708
[Abstract]:In modern society, yacht industry gradually appears in the major cities, the development is very rapid. However, yachts are not common people can consume, it represents a new high-end, fashion lifestyle. Therefore, in the marketing process of yacht products, the brand image design of yacht must be aimed at the target users to make a high-end design strategy, in order to maximize the target group to provide a multi-faceted experience. Thus forming a loyal brand loyalty relationship. Therefore, in view of the important position of brand image design in the whole yacht product promotion, this article will start with the relationship between brand image design and consumers, combine the sensory design element to carry on the yacht brand image design research, the emphasis is from the vision, Auditory, olfactory and tactile sensory angles to explore a more innovative and emotional experience of yacht brand image design. Although there are many yacht brands at present, most of the sensory elements in the existing brand image design are limited to visual performance. Although some yacht companies will launch special promotional videos to create audio-visual effects, But the design of sense of smell and touch is still rare. In view of this, the subject carries on the series conception and the theory research of the yacht brand sensory element design combined with the existing problems, with emphasis on the analysis of the specific application of the sensory elements, In the design of yacht brand series, the author puts forward the idea of emphasizing sensuality and emotion, and expects to bring inspiration to designers in the future. Firstly, the paper introduces the research background, purpose significance, research status and research methods, and establishes the theoretical and background foundation of the whole article. Secondly, it expounds the basic connotation of yacht brand image design, defines the concept of brand image, and determines the content of yacht brand image design. Thirdly, the article deeply analyzes the concept of sensory design in yacht brand image design, respectively from four aspects of sensory recognition, sensory memory, sensory synaesthesia and sensory transmission to elaborate the yacht brand image design sensory value. The contents of visual visualization, auditory three-dimensional, olfactory situational and tactile experience in the sensory design of yacht brand image are also studied. Then, on the basis of sensory theory, the article mainly from the visual design, auditory design, olfactory design and tactile design four major directions, focusing on sensory elements and brand design in all directions, In order to create a more experiential yacht brand system, ultimately achieve the yacht brand image sensory design emotional enhancement, achieve the integration of different senses of emotion and emotional experience.
【學(xué)位授予單位】：武漢理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F592;J524
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