本文選題：品牌 + 視覺形象設(shè)計　； 參考：《昆明理工大學》2009年碩士論文

【摘要】：本文通過研究和總結(jié)當前品牌視覺形象設(shè)計的發(fā)展歷程,并剖析品牌視覺形象設(shè)計與目標消費群“人”和市場營銷的內(nèi)在聯(lián)系,深入分析視覺形象設(shè)計的延展趨勢,為現(xiàn)代品牌視覺形象設(shè)計提供有效的指導(dǎo)性設(shè)計借鑒和理論參考。 企業(yè)在發(fā)展、產(chǎn)品在更新、市場在變化,消費者需求日益提高,品牌的視覺形象定位也需要隨著需求方向的轉(zhuǎn)變而進行調(diào)整升級,以符合新時代的需求。面對數(shù)字技術(shù)的飛速發(fā)展,市場全球化的形成,這必然會使品牌視覺形象設(shè)計的內(nèi)容和形式不斷擴大,其傳播的途徑和方式也會更具表現(xiàn)性和活力,這必將會迎來品牌視覺形象設(shè)計的嶄新的時代。 本論文共分為六章。第一章為緒論,主要闡述本課題研究的背景、意義、目的、思路和方法等內(nèi)容；第二章,我們將在時間的長河中追溯品牌視覺形象的發(fā)展歷程,梳理其歷史的發(fā)展脈絡(luò),為推演品牌視覺形象的延展提供線索和依據(jù)；第三章,主要總結(jié)概括品牌視覺形象設(shè)計的設(shè)計表現(xiàn)與延展原則,總結(jié)性的提出品牌視覺形象設(shè)計延展的基本準則；第四章和第五章為本論文研究的重點,把品牌視覺形象設(shè)計與目標消費群“人”和市場營銷作為統(tǒng)一的整體而進行分析,按照目標消費群—品牌傳播營銷—視覺形象設(shè)計—企業(yè)文化理念這種逆序的思維方式,從目標消費群的個性化審美需求出發(fā),在科技進步、多元文化的時代環(huán)境中,結(jié)合品牌視覺形象設(shè)計變化的最新信息,推演品牌視覺形象設(shè)計的延展趨勢及未來發(fā)展的可能性。 全文運用多學科交叉知識從消費心理和市場營銷的角度分析了品牌視覺形象設(shè)計的延展因素,并結(jié)合國內(nèi)外最新設(shè)計案例,剖析其延伸發(fā)展趨勢與方向。拋磚之為引玉,希望更多的設(shè)計師和研究人員能夠關(guān)注品牌視覺形象設(shè)計的現(xiàn)代化進程,為企業(yè)創(chuàng)作出更具生命力的優(yōu)秀作品,更好的解決現(xiàn)實問題。
[Abstract]:By studying and summarizing the development course of brand visual image design at present, and analyzing the inherent relation between brand visual image design and target consumer group "person" and marketing, this paper deeply analyzes the extending trend of visual image design. For modern brand visual image design to provide effective guiding design reference and theoretical reference. Enterprises are developing, products are updating, the market is changing, consumer demand is increasing day by day, the visual image positioning of brand also needs to be adjusted and upgraded with the change of demand direction to meet the needs of the new era. In the face of the rapid development of digital technology and the formation of market globalization, it will inevitably make the content and form of brand visual image design expand constantly, and the ways and means of its dissemination will also be more expressive and dynamic. This will usher in a brand new era of visual image design. This thesis is divided into six chapters. The first chapter is the introduction, which mainly describes the background, significance, purpose, ideas and methods of this research. The second chapter, we will trace the development of brand visual image in the long river of time, and sort out the historical development context. The third chapter summarizes the design performance and extension principle of brand visual image design, and puts forward the basic criteria of brand visual image design extension. The fourth and fifth chapters are the emphases of this thesis, which take brand visual image design and target consumer group "people" and marketing as a unified whole. According to the reverse thinking mode of target consumption group, brand communication marketing, visual image design and enterprise culture concept, starting from the individualized aesthetic demand of target consumer group, in the era of scientific and technological progress and multiculturalism, Combined with the latest information of brand visual image design, the extending trend of brand visual image design and the possibility of future development are deduced. This paper analyzes the extension factors of brand visual image design from the point of view of consumption psychology and marketing by using multidisciplinary cross-knowledge, and analyzes its extension development trend and direction by combining with the latest design cases at home and abroad. Cast bricks for the jade, hope more designers and researchers can pay attention to the brand visual image design modernization process, for the enterprise to create more vitality of outstanding works, better solution to practical problems.
【學位授予單位】：昆明理工大學
【學位級別】：碩士
【學位授予年份】：2009
【分類號】：F273.2

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本文編號：1846858