中國傳統(tǒng)圖形與品牌視覺形象設(shè)計研究
發(fā)布時間：2018-09-14 07:03
【摘要】： 隨著改革開放的深入和我國加入世界貿(mào)易組織,品牌戰(zhàn)略在當(dāng)代社會政治、經(jīng)濟、文化中愈來愈發(fā)揮出重要的作用。品牌戰(zhàn)略是以品牌視覺形象構(gòu)建為核心的一種競爭戰(zhàn)略,傳統(tǒng)圖形在現(xiàn)代品牌視覺形象設(shè)計中占有重要作用。傳統(tǒng)圖形不但是中國各族人民在長期的歷史活動中所形成的獨特的世界觀、價值觀、道德觀、美學(xué)標(biāo)準(zhǔn)的視覺體現(xiàn),也是對中華民族的感情素質(zhì)、生活特色、道德倫理、文化傳統(tǒng)、社會制度、風(fēng)俗習(xí)慣、思維方式等方面的高度認(rèn)同和歸屬。品牌視覺形象設(shè)計無論是外在形式還是內(nèi)在意蘊,都展示著一個民族前進的歷史軌跡和文化傳統(tǒng)。 本論文試圖從紛亂龐雜的品牌視覺形象的表象中,理清技術(shù)、文化、媒介對傳統(tǒng)圖形的影響,發(fā)現(xiàn)傳統(tǒng)圖形運用于當(dāng)代品牌視覺形象設(shè)計中理念、形式、傳播層面的微妙變化,并對內(nèi)在成因和歷史的必然性進行深入探討；對品牌視覺形象設(shè)計的認(rèn)知規(guī)律進行歸納,整理出有效提高品牌視覺形象認(rèn)知度的策略。從構(gòu)形觀念、表現(xiàn)形式、傳播方式、符號關(guān)系等多個方面論述中國傳統(tǒng)圖形在品牌視覺形象中運用的變化與發(fā)展,探索品牌視覺形象設(shè)計在信息時代下數(shù)字化、系統(tǒng)化、多元化的發(fā)展趨向。 本文共分為四章來闡述對傳統(tǒng)圖形與品牌視覺形象設(shè)計的研究成果。第一章,中國傳統(tǒng)圖形與品牌視覺形象設(shè)計概述,主要將中國傳統(tǒng)圖形與品牌視覺形象設(shè)計這兩個概念進行簡要介紹,重點闡述了經(jīng)濟發(fā)展背景下品牌形象戰(zhàn)略的構(gòu)建、傳統(tǒng)圖形與品牌形象整合的前提以及傳統(tǒng)圖形與品牌形象整合的文化身份認(rèn)同及策略。第二章,傳統(tǒng)文化與品牌視覺形象,重點闡述了傳統(tǒng)文化與品牌視覺形象的關(guān)系及傳統(tǒng)文化思想在品牌視覺形象設(shè)計中的體現(xiàn)兩方面內(nèi)容。第三章,傳統(tǒng)圖形與品牌視覺形象的符號學(xué)解析,這一章對符號學(xué)的歷史及發(fā)展趨勢進行了簡要介紹與分析,創(chuàng)新點在于將已在產(chǎn)品設(shè)計中發(fā)展較為完善的符號學(xué)理論引入到了對傳統(tǒng)圖形與品牌視覺形象研究中。第四章,傳統(tǒng)圖形在品牌視覺形象設(shè)計中的運用方法,主要闡述了傳統(tǒng)視覺思維對在品牌視覺形象設(shè)計的作用。本章的創(chuàng)新點在于對抄襲、思維“撞衫”與創(chuàng)新這三個概念的辨析,以及對幾個國外最新的將中國傳統(tǒng)圖形在品牌視覺形象中的運用案例,進行了詳細(xì)的闡析,將國外的研究和實踐經(jīng)驗,當(dāng)做對中國設(shè)計人運用中國傳統(tǒng)圖形到品牌視覺形象中進行創(chuàng)新設(shè)計的參考與啟示。
[Abstract]:With the deepening of reform and opening up and China's accession to the World Trade Organization, brand strategy plays an increasingly important role in contemporary politics, economy and culture. Brand strategy is a competitive strategy with the construction of brand visual image as the core. Traditional graphics play an important role in modern brand visual image design. Traditional graphics are not only the visual embodiment of the unique world outlook, values, morality and aesthetic standards formed by the Chinese people of all nationalities in the long historical activities, but also the emotional quality, characteristics of life, and moral ethics of the Chinese nation. Cultural traditions, social systems, customs, ways of thinking and other aspects of high identity and ownership. Brand visual image design shows the historical track and cultural tradition of a nation whether it is external form or internal meaning. This paper attempts to clarify the influence of technology, culture and media on traditional graphics from the complicated visual image of brand, and find that traditional graphics are used in the design of contemporary visual image of brand, and the subtle changes in concept, form and communication level are found. And the inherent causes and historical inevitability are discussed deeply, and the cognitive rules of brand visual image design are summarized, and the strategies to effectively improve brand visual image recognition are put forward. This paper discusses the changes and development of the application of Chinese traditional graphics in the brand visual image from the aspects of the concept of configuration, the form of expression, the mode of communication, the relationship of symbols, and so on, and explores the digitization and systematization of the design of the visual image of the brand in the information age. The trend of diversification. This paper is divided into four chapters to explain the traditional graphics and brand visual image design research results. The first chapter is an overview of Chinese traditional graphics and brand visual image design. The two concepts of Chinese traditional graphics and brand visual image design are briefly introduced, with emphasis on the construction of brand image strategy under the background of economic development. The premise of the integration of traditional graphics and brand image and the cultural identity and strategy of integration of traditional graphics and brand image. The second chapter, traditional culture and brand visual image, focusing on the relationship between traditional culture and brand visual image and the traditional cultural thinking in the design of brand visual image two aspects. The third chapter, the semiotics analysis of traditional graphics and brand visual image, briefly introduces and analyzes the history and development trend of semiotics. The innovation lies in introducing the semiotics theory, which has been developed in product design, into the study of traditional graphics and brand visual image. The fourth chapter, the application of traditional graphics in brand visual image design, mainly expounds the role of traditional visual thinking in brand visual image design. The innovation of this chapter lies in the discrimination and analysis of the three concepts of plagiarism, thinking "blacking" and innovation, as well as a detailed analysis of several foreign cases of the latest application of Chinese traditional graphics in the visual image of the brand. Foreign research and practical experience, as a reference and inspiration for Chinese designers to use Chinese traditional graphics to brand visual image for innovative design.
【學(xué)位授予單位】：中央民族大學(xué)
【學(xué)位級別】：博士
【學(xué)位授予年份】：2010
【分類號】：J524
本文編號：2241924
[Abstract]:With the deepening of reform and opening up and China's accession to the World Trade Organization, brand strategy plays an increasingly important role in contemporary politics, economy and culture. Brand strategy is a competitive strategy with the construction of brand visual image as the core. Traditional graphics play an important role in modern brand visual image design. Traditional graphics are not only the visual embodiment of the unique world outlook, values, morality and aesthetic standards formed by the Chinese people of all nationalities in the long historical activities, but also the emotional quality, characteristics of life, and moral ethics of the Chinese nation. Cultural traditions, social systems, customs, ways of thinking and other aspects of high identity and ownership. Brand visual image design shows the historical track and cultural tradition of a nation whether it is external form or internal meaning. This paper attempts to clarify the influence of technology, culture and media on traditional graphics from the complicated visual image of brand, and find that traditional graphics are used in the design of contemporary visual image of brand, and the subtle changes in concept, form and communication level are found. And the inherent causes and historical inevitability are discussed deeply, and the cognitive rules of brand visual image design are summarized, and the strategies to effectively improve brand visual image recognition are put forward. This paper discusses the changes and development of the application of Chinese traditional graphics in the brand visual image from the aspects of the concept of configuration, the form of expression, the mode of communication, the relationship of symbols, and so on, and explores the digitization and systematization of the design of the visual image of the brand in the information age. The trend of diversification. This paper is divided into four chapters to explain the traditional graphics and brand visual image design research results. The first chapter is an overview of Chinese traditional graphics and brand visual image design. The two concepts of Chinese traditional graphics and brand visual image design are briefly introduced, with emphasis on the construction of brand image strategy under the background of economic development. The premise of the integration of traditional graphics and brand image and the cultural identity and strategy of integration of traditional graphics and brand image. The second chapter, traditional culture and brand visual image, focusing on the relationship between traditional culture and brand visual image and the traditional cultural thinking in the design of brand visual image two aspects. The third chapter, the semiotics analysis of traditional graphics and brand visual image, briefly introduces and analyzes the history and development trend of semiotics. The innovation lies in introducing the semiotics theory, which has been developed in product design, into the study of traditional graphics and brand visual image. The fourth chapter, the application of traditional graphics in brand visual image design, mainly expounds the role of traditional visual thinking in brand visual image design. The innovation of this chapter lies in the discrimination and analysis of the three concepts of plagiarism, thinking "blacking" and innovation, as well as a detailed analysis of several foreign cases of the latest application of Chinese traditional graphics in the visual image of the brand. Foreign research and practical experience, as a reference and inspiration for Chinese designers to use Chinese traditional graphics to brand visual image for innovative design.
【學(xué)位授予單位】：中央民族大學(xué)
【學(xué)位級別】：博士
【學(xué)位授予年份】：2010
【分類號】：J524
【引證文獻】
相關(guān)碩士學(xué)位論文 前1條
1 陶樂;淺析公共標(biāo)志設(shè)計中符號的特性[D];江西師范大學(xué);2012年
，本文編號：2241924
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