【摘要】：在品牌的視覺設(shè)計系統(tǒng)中,最活躍的因素當屬色彩。色彩作為一種無聲語言,不僅影響著人們對事物的認知,而且傳遞著某種特定的情感和文化。然而近年來,隨著新媒體技術(shù)和信息多元化的沖擊,品牌產(chǎn)品“同質(zhì)化”現(xiàn)象擾亂了人們對某些特定品牌的忠誠度,很多蒸蒸日上的品牌突然間變的岌岌可危。鑒于色彩在品牌視覺識別系統(tǒng)中的重要性和特殊性,通過色彩設(shè)計來提升一個品牌的個性魅力和獨特文化,以實現(xiàn)品牌的差異化,成為設(shè)計師、企業(yè)、營銷者們的常用的策略。兒童玩具作為與兒童生活息息相關(guān)的一類產(chǎn)品,伴隨現(xiàn)代家庭結(jié)構(gòu)、消費觀、教育觀的轉(zhuǎn)變,其地位和作用變得越來越受重視,甚至有的教育學(xué)家和心理學(xué)家認為玩具對孩子的性格和情感塑造起著潛移默化的作用,這將會在長大后的人生觀和價值觀方面得到體現(xiàn)。另外,教育至上的中國教育現(xiàn)狀,使得父母在為孩子選擇玩具品牌時顯得特別的謹慎,尤其是受過高等教育的那些家長,這似乎為品牌玩具的設(shè)計提出了新的挑戰(zhàn)。本文選取了兒童品牌玩具色彩設(shè)計作為研究對象,是因為在此領(lǐng)域展開的專門性研究很少,且不夠完善和系統(tǒng)。本文基于玩具體驗者兒童的身心發(fā)展的特殊性,借助生理學(xué)、色彩心理學(xué)、哲學(xué)、美學(xué)、教育學(xué)、營銷學(xué)等多個學(xué)科的交叉,全面分析兒童玩具色彩的普遍性和特殊性特征以及色彩對兒童成長和發(fā)展的重要性,進而闡述兒童玩具品牌色彩設(shè)計的原則和具體的實施過程,并借助案例的色彩分析,總結(jié)出了品牌玩具的一些常用的色彩設(shè)計的方法,并在文章最后就兒童品牌玩具的色彩設(shè)計方面的一些突出問題提出了反思,并附上了與本文相關(guān)的設(shè)計實踐作品。本課題的研究雖然是圍繞品牌玩具的色彩設(shè)計而展開,但其實質(zhì)是為能夠生產(chǎn)出具有人性化設(shè)計優(yōu)秀品質(zhì)的商品而服務(wù)。
[Abstract]:In the visual design system of brand, the most active factor is color. Color, as a silent language, not only affects people's cognition of things, but also conveys a certain emotion and culture. However, in recent years, with the impact of new media technology and information diversification, the phenomenon of "homogeneity" of brand products has disturbed people's loyalty to certain specific brands. In view of the importance and particularity of color in the brand visual recognition system, a brand's personality charm and unique culture can be promoted by color design to realize brand differentiation and become a common strategy for designers, enterprises and marketers. As a kind of product closely related to children's life, children's toys have been paid more and more attention to with the change of modern family structure, consumption view and education view. Some educators and psychologists even believe that toys play an imperceptible role in shaping children's character and emotion, which will be reflected in their outlook on life and values when they grow up. In addition, the educational status quo in China makes parents particularly cautious in choosing toy brands for their children, especially those with higher education, which seems to pose a new challenge to the design of branded toys. This paper selects the children's brand toy color design as the research object, because the specialized research carried out in this field is few, and is not perfect and systematic. Based on the particularity of children's physical and mental development, this paper uses the crossing of physiology, color psychology, philosophy, aesthetics, pedagogy, marketing and so on. This paper comprehensively analyzes the universality and particularity of children's toy color and the importance of color to children's growth and development, then expounds the principle and concrete implementation process of children's toy brand color design, and analyzes the color of children's toy brand with the help of case study. This paper summarizes some common methods of color design of brand toys, and at the end of the article puts forward some outstanding problems in the color design of children's brand toys, and appends the design practice works related to this article. Although the research of this subject revolves around the color design of brand toys, its essence is to produce the goods with excellent quality of humanized design.
【學(xué)位授予單位】：南京師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：TS958.52

【參考文獻】

相關(guān)碩士學(xué)位論文 前2條

1 李崇;家紡品牌色彩設(shè)計策略研究[D];北京服裝學(xué)院;2012年

2 錢默;中國元素公仔與延伸品設(shè)計研究[D];北京服裝學(xué)院;2013年

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本文編號：2425936