【摘要】：本設(shè)計(jì)是對詩莉薇松茸護(hù)膚品現(xiàn)有品牌的改進(jìn)設(shè)計(jì),其目的在考慮詩莉薇現(xiàn)有的品牌下,對松茸系列產(chǎn)品進(jìn)行重新的包裝設(shè)計(jì)。在企業(yè)文化和理念下對詩莉薇松茸護(hù)膚品牌進(jìn)行改進(jìn)設(shè)計(jì),以適應(yīng)日益發(fā)展的社會(huì)經(jīng)濟(jì)和消費(fèi)者挑剔的審美眼光。本設(shè)計(jì)在遵從“塑造品牌,設(shè)計(jì)為先”的設(shè)計(jì)思想下,以視覺元素在詩莉微松茸護(hù)膚品牌形象中的塑造為例展開探索,前三章主要包括:通過大量的文獻(xiàn)閱讀和實(shí)際調(diào)研,分析護(hù)膚品品牌形象的國內(nèi)外發(fā)展概況;總結(jié)并歸納了品牌設(shè)計(jì)、品牌形象的視覺表現(xiàn)形式的相關(guān)理論和發(fā)展趨勢,著重分析了護(hù)膚品品牌設(shè)計(jì)中的視覺和個(gè)性化的表現(xiàn)方式,并歸納了視覺形象在品牌塑造中的重要作用。以前三章的理論為支撐,第四、五章根據(jù)“詩莉微”松茸護(hù)膚品的特點(diǎn),做出三套不同特點(diǎn)表現(xiàn)的設(shè)計(jì)。設(shè)計(jì)方案一是對產(chǎn)品的主要成分松茸的生長環(huán)境予以表現(xiàn),通過三個(gè)主題“生長環(huán)境苛刻”、“營養(yǎng)需求充足”、“采擷條件嚴(yán)格”展現(xiàn)品牌的核心理念“天然凝萃,純凈至美”,傳遞了產(chǎn)品健康、純凈、愉悅的內(nèi)在情感;設(shè)計(jì)方案二是對產(chǎn)品的產(chǎn)地香格里拉進(jìn)行表現(xiàn),通過對香格里拉女性生活的表現(xiàn),展現(xiàn)品牌對女性的關(guān)愛,賦予女性更多的自信和活力。設(shè)計(jì)方案三是對森林的表現(xiàn),彰顯產(chǎn)品品質(zhì),體現(xiàn)產(chǎn)品天然、純凈的產(chǎn)品特征;三套設(shè)計(jì)方案基于品牌設(shè)計(jì)的要求,采用了抽象性和創(chuàng)意性的設(shè)計(jì)手法,通過對產(chǎn)品不同的品牌價(jià)值的設(shè)計(jì),展現(xiàn)企業(yè)的品牌理念和內(nèi)在情感,引發(fā)消費(fèi)者對產(chǎn)品的認(rèn)同和共鳴。本文的研究成果將改進(jìn)詩莉微松茸護(hù)膚產(chǎn)品薄弱的品牌形象,提高品牌知名度。
[Abstract]:This design is an improved design for the existing brand of Sirivilia matsutake skin care products, the purpose of which is to redesign the packaging of Matsutake products under the existing brands. Under the enterprise culture and the idea to carry on the improvement design to the Sirivilia matsutake skin care brand in order to adapt to the growing social economy and the consumer's picky esthetic vision. This design follows the design idea of "build brand, design first", taking the visual elements in the image of the skin care brand of the tiny matsutake as an example, the first three chapters mainly include: through a large number of literature reading and actual investigation, the first three chapters mainly include: through a large amount of literature reading and actual investigation, the first three chapters mainly include: a lot of literature reading and actual investigation. This paper analyzes the development situation of skin care brand image at home and abroad, summarizes and summarizes the related theory and development trend of brand design, visual expression form of brand image, and emphatically analyzes the visual and individualized expression mode of skin care brand design. And summed up the important role of visual image in brand building. The theory of the previous three chapters is supported, the fourth and fifth chapters, according to the characteristics of "Shili Wei" Matsutake skin care products, three sets of different characteristics of the design. The first design scheme is to express the growth environment of Matsutake, the main component of the product. Through the three themes of "harsh growth environment", "adequate nutritional requirements", "strict picking conditions" to show the core concept of the brand, "Natural condensation," Pure to beautiful ", has transmitted the product healthy, pure, the joyful intrinsic emotion; the design plan two is carries on the performance to the product origin Shangri-La, through to the Shangri-La feminine life performance, displays the brand to the feminine care, Give women more confidence and vitality. The third is the performance of the forest, showing the product quality, reflecting the natural and pure product characteristics; three sets of design based on the requirements of brand design, using abstract and creative design techniques, Through the design of the different brand value of the product, show the brand idea and inner emotion of the enterprise, cause the consumer to identify and resonate to the product. The research results of this paper will improve the weak brand image and brand popularity.
【學(xué)位授予單位】：昆明理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F426.72;TQ658.2

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本文編號(hào)：2227822