【摘要】：大批量生產(chǎn)的商品日益豐富了消費(fèi)品市場(chǎng),消費(fèi)需求和消費(fèi)水平得到了空前的提高,商品如何在激烈的市場(chǎng)競(jìng)爭(zhēng)中脫穎而出,獲得一番經(jīng)濟(jì)效益成為每個(gè)企業(yè)要解決的頭等問題。企業(yè)迫于競(jìng)爭(zhēng)需要構(gòu)建自身的總體形象即品牌形象,是企業(yè)立于全球經(jīng)濟(jì)競(jìng)爭(zhēng)的有效途徑。品牌形象具有突出商品個(gè)性、彰顯商品內(nèi)涵、反映企業(yè)文化等功能。那么品牌形象與手繪插畫相結(jié)合是不錯(cuò)的選擇。插畫在歷史時(shí)期是作為一種藝術(shù)的手法,現(xiàn)如今越來(lái)越多的品牌把手繪插畫運(yùn)用在品牌設(shè)計(jì)中,從而取得不錯(cuò)的反響。本文整理了插畫的定義以及歷史的演變,梳理了中西方商業(yè)插圖的發(fā)展,分析了把插畫應(yīng)用在商業(yè)領(lǐng)域的著名案例,為插畫在品牌形象設(shè)計(jì)的應(yīng)用提供堅(jiān)實(shí)的理論基礎(chǔ)。結(jié)合心理學(xué),品牌學(xué)等對(duì)消費(fèi)者行為進(jìn)行分析,以及知名插畫師的作品在商業(yè)中的應(yīng)用,分析其創(chuàng)作理念、創(chuàng)作方法等因素。最后又分析了插畫運(yùn)用在品牌形象中的必然性和優(yōu)勢(shì),同時(shí)創(chuàng)作畢業(yè)設(shè)計(jì)插畫,理論與實(shí)踐相結(jié)合,進(jìn)一步深入探討手繪插畫對(duì)品牌形象設(shè)計(jì)的重要的作用及意義。
[Abstract]:Mass production of goods increasingly enriched the consumer goods market, consumer demand and consumption level has been unprecedented improvement, how goods stand out in the fierce market competition, To obtain some economic benefits has become the first-class problem to be solved by every enterprise. It is an effective way for enterprises to build their own overall image, that is, brand image, in the global economic competition. Brand image has the function of highlighting commodity individuality, showing commodity connotation and reflecting enterprise culture. So brand image and hand-painted illustration combination is a good choice. Illustration is a kind of artistic technique in the historical period. Nowadays, more and more brands use hand-painted illustration in brand design, thus obtaining a good response. This paper arranges the definition and historical evolution of illustration, combs the development of commercial illustrations between China and the West, analyzes the famous cases of illustration application in commercial field, and provides a solid theoretical basis for the application of illustration in brand image design. Combined with psychology, brand theory and so on, this paper analyzes the consumer behavior, and the application of famous illustrator's works in business, analyzes its creative idea, creative method and other factors. Finally, it analyzes the inevitability and advantage of the use of illustration in brand image, and at the same time, creates graduation design illustration, combines theory with practice, and further probes into the important role and significance of hand-painted illustration in brand image design.
【學(xué)位授予單位】：合肥工業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：J218.5;J524

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本文編號(hào)：2183661