本文選題：APP應(yīng)用圖標(biāo)　切入點：品牌文化　出處：《湖北工業(yè)大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：APP應(yīng)用圖標(biāo)設(shè)計是手機APP設(shè)計中的一個重要元素,決定用戶是否下載該APP的第一視覺要素,被稱為品牌視覺的“標(biāo)志”和“門戶”。APP極速迭代的商品化時代,APP應(yīng)用圖標(biāo)設(shè)計如何更好地優(yōu)化APP視覺符號,促進品牌設(shè)計與傳播,值得們深入研究。APP應(yīng)用圖標(biāo)是應(yīng)用軟件的視覺和功能入口,APP應(yīng)用圖標(biāo)的視覺效果會影射該品牌軟件的下載量,甚至?xí)兄缕脚_所有者直接回絕發(fā)布該APP,所以,對APP應(yīng)用圖標(biāo)的品牌文化視角設(shè)計和傳播進行研討,是非常迫切且絕對可行的。從目前來看,品牌文化視角下的APP應(yīng)用圖標(biāo)設(shè)計的存在很大問題。一方面,在扁平化風(fēng)格大浪潮的影響下,APP應(yīng)用圖標(biāo)設(shè)計的符號選擇和色彩運用都顯得過于隨意,嚴重缺乏獨特的藝術(shù)美感和品牌專屬性;另一方面,APP應(yīng)用圖標(biāo)設(shè)計上很大程度忽略了品牌文化視角設(shè)計和傳播的重要性,降低了顧客的忠誠度,品牌效應(yīng)也很難延續(xù)。因此,為了解決上述APP應(yīng)用圖標(biāo)在設(shè)計和傳播中存在的問題,本文以圖形符號學(xué)和品牌傳播學(xué)為理論撐持,深入研究APP應(yīng)用圖標(biāo)設(shè)計和傳播中的現(xiàn)狀、研究意義、形成與發(fā)展等,并進一步從理論意義與實際意義來淺析研究價值。正文部分,主要以時間作為軸線,從APP應(yīng)用圖標(biāo)的起源、形成發(fā)展,分析了解到APP應(yīng)用圖標(biāo)視覺構(gòu)成元素和認知構(gòu)成元素,同時對APP應(yīng)用圖標(biāo)設(shè)計的分類從藝術(shù)風(fēng)格和視覺表現(xiàn)進行了具體闡述。以此為基礎(chǔ),從APP應(yīng)用圖標(biāo)的符號學(xué)和傳播學(xué)等方向,對APP應(yīng)用圖標(biāo)的符號選擇和用戶的認知心理有一定見解�？偨Y(jié)出APP應(yīng)用圖標(biāo)設(shè)計策略來指導(dǎo)設(shè)計,使用戶快速準確的理解其涵義,更好的讓用戶接受所傳達的信息。本文的主要創(chuàng)新之處在于:提出APP應(yīng)用圖標(biāo)構(gòu)建的步驟以及差異化、一致化、人文化的設(shè)計策略,視覺質(zhì)感上更加凸出品牌文化視角特色、視覺元素中更加凸顯品牌意義,跳出品牌同質(zhì)化現(xiàn)象,增加品牌的顯著性。并以“意境太行”APP圖標(biāo)設(shè)計為例,對“意境太行”APP具體戰(zhàn)略分析,設(shè)計預(yù)想以及設(shè)計實施三個步驟,并做出了具體的APP圖標(biāo)設(shè)計,在視覺上突破年齡層、文化層、地域?qū)拥南拗?突顯傳播信息,更優(yōu)質(zhì)的傳達品牌文化視角的文化內(nèi)涵。
[Abstract]:The design of APP application icon is an important element in the design of mobile phone APP, which determines whether the user downloads the first visual element of the APP. The "logo" and "portal" of brand vision. App's extremely rapid iteration of the commercial age of app application icon design how to better optimize the APP visual symbols, promote brand design and dissemination, It is worth studying deeply that the app application icon is the visual and functional portal of the application software. The visual effect of the app application icon will infer the download of the brand software, and even cause the platform owner to reject the release of the app directly, so, It is very urgent and absolutely feasible to study the design and dissemination of APP application icon from the perspective of brand culture. At present, there are a lot of problems in the design of APP application icon from the perspective of brand culture. Under the influence of the flattening style, the symbol selection and color application of app application icon design are too casual, and lack of unique artistic aesthetic and brand specificity. On the other hand, app application icon design largely ignores the importance of brand culture perspective design and dissemination, reduces customer loyalty, and brand effect is difficult to continue. In order to solve the problems existing in the design and dissemination of the above APP application icons, this paper, supported by graphic semiotics and brand communication theory, deeply studies the current situation, significance, formation and development of the design and dissemination of APP application icons. And further from the theoretical and practical significance to analyze the research value. The text, mainly taking time as the axis, from the origin and development of APP application icon, analyzes and understands the visual elements and cognitive elements of APP application icon. At the same time, the classification of APP application icon design from the artistic style and visual expression are elaborated. Based on this, the semiotics and communication of APP application icon are introduced. This paper has some opinions on the symbol selection of APP application icon and the cognitive psychology of the user. This paper sums up the design strategy of APP application icon to guide the design so that the user can understand the meaning of the icon quickly and accurately. The main innovation of this paper is to put forward the steps of APP application icon construction, differentiation, consistency, design strategy of human culture, visual texture more prominent brand culture perspective characteristics, The visual elements highlight the brand significance, jump out of the brand homogenization phenomenon, and increase the significance of the brand. Taking the "artistic conception Taihang" APP icon design as an example, the specific strategic analysis, design expectation and design implementation of the "artistic conception Taihang" APP are analyzed, designed and implemented three steps. And has made the concrete APP icon design, in the vision breaks through the age level, the culture layer, the region level limit, highlights the dissemination information, conveys the brand culture angle of view's cultural connotation more high-quality.
【學(xué)位授予單位】：湖北工業(yè)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：TP311.56

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