【摘要】：非物質(zhì)文化遺產(chǎn)是一種活態(tài)文化傳統(tǒng),有關非物質(zhì)文化的傳承與保護不容忽視,在社會的不斷發(fā)展中,有關于非物質(zhì)文化的傳承方式也發(fā)生了新的變革,非物質(zhì)文化產(chǎn)業(yè)品牌化是現(xiàn)代社會中對其推廣的有效方式,而非物質(zhì)文化品牌視覺形象的提升對我國民族品牌的發(fā)展具有重要意義。刺繡藝術是非物質(zhì)文化中的一項重要分支,本文基于視覺設計,以刺繡類非物質(zhì)文化品牌為研究對象,主要采取文獻研究法、調(diào)查法、案例分析等研究方法,圍繞品牌視覺形象設計方面展開,通過前期調(diào)研選擇了有福湘繡、古吳繡皇、非素刺繡、伊飛湘繡、廣繡莊、龍鳳莊、一針一線等七個視覺設計方面相對較好的刺繡品牌,并分別從整體視覺系統(tǒng)、刺繡產(chǎn)品紋飾創(chuàng)意、廣告宣傳、店面裝潢等方面,總結(jié)了當前刺繡類非物質(zhì)文化品牌的優(yōu)勢與不足。提出提升其視覺形象的思路,即優(yōu)化刺繡類非物質(zhì)文化品牌的定位、考慮傳統(tǒng)元素與當代視覺元素如何進一步有效結(jié)合、基于新興媒介載體進行視覺設計、注重新生代消費群的審美需求及人本設計理念的融入等。繼而得出一系列適用于刺繡類非物質(zhì)文化品牌形象建構(gòu)的有效設計方法,如符號設計法、基因識別法、敘事性設計法、動態(tài)識別法等,作者選擇其中幾種方法,進行了相關設計。研究結(jié)論對于非物質(zhì)文化品牌視覺形象的建構(gòu)具有重要意義。一方面,研究所得的設計理念為未來的非物質(zhì)文化品牌創(chuàng)意人提供了清晰有效的思路,使其在進行品牌規(guī)劃時,目的性更強；另一方面,研究所得設計方法能為品牌設計師提供可行性設計方法,使其進行具體設計操作時,具有相關設計手法的理論參考。
[Abstract]:Intangible cultural heritage is a living cultural tradition. The inheritance and protection of immaterial culture can not be ignored. In the continuous development of society, new changes have taken place in the way of immaterial culture inheritance. The brand of immaterial culture industry is an effective way to popularize it in modern society, and the promotion of visual image of immaterial cultural brand is of great significance to the development of national brand in our country. Embroidery art is an important branch of immaterial culture. Based on visual design, this paper mainly adopts literature research, investigation, case analysis and other research methods. Focusing on the brand visual image design, through the preliminary investigation and research has selected seven relatively good embroidery brands in visual design, such as Fu Xiang embroidery, ancient Wu embroidery emperor, non-plain embroidery, Yifei Xiang embroidery, Guangxiuzhuang, Longfeng Zhuang, one stitch and so on. And from the overall visual system, embroidery product decoration creativity, advertising, store decoration and other aspects, summed up the current non-material cultural brand embroidery advantages and disadvantages. The idea of improving its visual image is to optimize the orientation of immaterial cultural brand of embroidery, to consider how to combine traditional elements with contemporary visual elements effectively, and to carry out visual design based on new media carrier. Pay attention to the aesthetic needs of the new generation of consumers and the integration of human-based design concept and so on. Then a series of effective design methods, such as symbol design method, gene recognition method, narrative design method, dynamic identification method and so on, are obtained, which are suitable for the construction of immaterial cultural brand image of embroidery. Related design was carried out. The conclusion is of great significance to the construction of visual image of non-material cultural brand. On the one hand, the design concept of the research provides a clear and effective way for the future non-material cultural brand creators, making it more purposeful in the brand planning; On the other hand, the design method can provide the feasible design method for the brand designer, and make it have the theory reference of the relevant design method when carrying on the concrete design operation.
【學位授予單位】：西華大學
【學位級別】：碩士
【學位授予年份】：2016
【分類號】：J524

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