本文選題：商業(yè)店面招牌　切入點：城市　出處：《湖北工業(yè)大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著社會的進步和經(jīng)濟時代的發(fā)展，商業(yè)文化再度繁榮。站在當前社會信息化、視覺化、藝術(shù)化、與民族化的角度審視,商業(yè)店面招牌形象無疑是一個城市形象的重要窗口,同時也構(gòu)成了城市空間環(huán)境的重要組成部分。中國的商業(yè)店面招牌形象從最初的實物象征類"幌子"，發(fā)展到現(xiàn)在集多元化材料和高科技照明為一體的都市商業(yè)化廣告媒介,它的作用不僅僅是追求外型上的美觀，也是美化城市空間和提升城市品味的重要載體，更要引起重視的是它對城市視覺環(huán)境所產(chǎn)生的影響。 現(xiàn)代商業(yè)店面招牌設(shè)計是以研究如何傳播商業(yè)信息為目的的、綜合性較強的熱門學(xué)科，它所遵循的原則包括：特點突出，具辨識原則；突出視覺效果，引領(lǐng)消費者興趣原則；順應(yīng)、引導(dǎo)消費習(xí)慣原則；與周邊環(huán)境色相稱相符原則等等。 隨著城市商業(yè)環(huán)境的發(fā)展，現(xiàn)代商業(yè)店面招牌設(shè)計正在朝著多元化的趨勢發(fā)展，它在設(shè)計風格、符號、字體、圖形、色彩、材料工藝與設(shè)置等方面超越了傳統(tǒng)界限，呈現(xiàn)多元化的發(fā)展趨勢。作為一種特殊的視覺文化符號，商業(yè)店面招牌設(shè)計就像一面鏡子，，折射出了人們的精神生活與物質(zhì)生活，同時也反映了當代科學(xué)技術(shù)水平、人們的觀念意識形態(tài)、和審美情趣等。在今天多樣化的商業(yè)環(huán)境下，其作用的重要性也越來越明顯，比如說，體現(xiàn)城市美好的環(huán)境氛圍，凸顯城市的人文文化精神、提高城市的知名度和彰顯城市地方特色等作用。 本論文首先從商業(yè)店面招牌的起源及發(fā)展過程開始談起，然后結(jié)合武漢市當?shù)氐纳虡I(yè)店面招牌的應(yīng)用現(xiàn)狀分析，通過問卷調(diào)查，實地調(diào)研等手段，對其所具有的特征和視覺傳達的規(guī)律進行了較為全面的分析和研究。論文著重研究了武漢商業(yè)店面招牌的應(yīng)用現(xiàn)狀，對其目前所存在的各種影響城市風貌、影響人們生活理念、以及行為方式的設(shè)計行為等問題進行了系統(tǒng)的歸納和總結(jié)。最后針對城市商業(yè)店面招牌的應(yīng)用規(guī)劃問題提出設(shè)想，探討其在未來的發(fā)展趨勢，對商業(yè)店面招牌的設(shè)計問題和設(shè)計師對環(huán)境及社會的責任感問題進行了總結(jié)。
[Abstract]:With the progress of the society and the development of the economic times, the commercial culture is flourishing again. From the angle of information, visualization, artistry and nationalization of the current society, the signboard image of the commercial storefront is undoubtedly an important window of the city image. At the same time, it also constitutes an important part of the urban space environment. The image of Chinese commercial storefront signboards has developed from the original "front" of physical symbolism to the commercial advertising medium of the city, which now integrates a variety of materials and high-tech lighting. Its function is not only to pursue the appearance of beauty, but also to beautify the urban space and improve the urban taste of an important carrier, more attention should be paid to its impact on the city's visual environment. The design of modern storefront signboard is a hot subject, which is aimed at studying how to spread commercial information. The principles it follows include: distinguishing characteristic, distinguishing principle, highlighting visual effect, leading consumer's interest. Comply with, guide the principle of consumption habits; and the surrounding environment color in line with the principle and so on. With the development of the city commercial environment, the modern commercial store signboard design is moving towards the trend of diversification. It transcends the traditional boundary in design style, symbol, font, graphics, color, material technology and setting, etc. As a special visual and cultural symbol, the signboard design of a commercial store is like a mirror, reflecting people's spiritual and material life, as well as reflecting the level of contemporary science and technology. In today's diversified business environment, the importance of its role is becoming more and more obvious. For example, reflecting the city's beautiful environmental atmosphere and highlighting the city's humanistic and cultural spirit, Improve the visibility of the city and highlight the role of the city's local characteristics. This paper begins with the origin and development process of commercial storefront signboards, and then analyzes the current situation of the application of local commercial storefront signboards in Wuhan, through questionnaire survey, field investigation and other means. The characteristics and rules of visual communication are analyzed and studied comprehensively. This paper focuses on the application status of Wuhan commercial storefront signboards, as well as its various influences on urban features and people's life concepts. Finally, the author puts forward some ideas for the application planning of the signboards in the city commercial stores, and discusses the development trend of the signboards in the future. The design problem of shop sign and the responsibility of designer to environment and society are summarized.
【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】：2013
【分類號】：J524

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