視覺傳達與品牌構建： 從理論到實踐

第1章 緒論 ·····························································.1
1.1 研究背景 ································································.2
1.1.1 響應國家發展戰略 ············································.2
1.1.2 消費需求的變化 ···············································.3
1.1.3 企業可持續發展的需要 ······································.4
1.2 研究意義 ································································.4
1.2.1 提升品牌認知 ··················································.4
1.2.2 明確可持續發展方向 ·········································.5
1.2.3 拓展全球市場 ··················································.5
1.3 研究思路 ································································.5
1.3.1 確立品牌形象 ··················································.5
1.3.2 提升品牌形象 ··················································.6
1.3.3 品牌建設的機遇和挑戰 ······································.6
1.4 本書的結構 ·····························································.7
第2章 視覺傳達與品牌構建的理論基礎··························.9
2.1 視覺傳達的相關理論 ···············································.10
2.1.1 視覺傳達、視覺語言與視覺形象 ························.10
2.1.2 視覺傳達設計在品牌構建中的作用 ······················.13
2.1.3 視覺符號完成品牌信息傳遞 ······························.14
2.1.4 品牌價值的視覺傳達策略 ·································.15
2.2 品牌構建的相關理論 ···············································.18
2.2.1 品牌的定義和內涵 ··········································.19
2.2.2 品牌的基本要素 ·············································.19
2.2.3 品牌與產品、企業的關系 ·································.26
2.2.4 品牌價值評估 ················································.27
2.2.5 品牌的生命周期 ·············································.29
2.2.6 品牌視覺識別系統 ··········································.30
2.2.7 品牌傳播 ······················································.31
2.3 品牌營銷的相關理論 ···············································.36
2.3.1 營銷的基本概念 ·············································.36
2.3.2 營銷策略 ······················································.36
2.3.3 整合營銷傳播 ················································.37
2.3.4 營銷與品牌構建的互動 ····································.37
2.4 產品設計的相關理論 ···············································.41
2.4.1 產品設計溯源 ················································.41
2.4.2 產品設計的內涵 ·············································.41
2.4.3 產品設計的原則 ·············································.41
2.4.4 產品設計的多維解析 ·······································.42
2.4.5 產品設計理論的核心應用 ·································.43
2.4.6 產品設計的發展趨勢 ·······································.46
2.5 消費者行為的相關理論 ············································.47
2.5.1 消費者行為的主要理論模型 ······························.47
2.5.2 消費者行為的影響因素 ····································.48
2.5.3 消費者行為理論的應用策略 ······························.50
2.5.4 消費者行為理論研究的趨勢 ······························.51
第3章 品牌視覺識別系統構建 ···································.53
3.1 品牌視覺識別系統的作用 ·········································.54
3.1.1 增強品牌辨識度 ·············································.54
3.1.2 傳遞品牌價值 ················································.54
3.1.3 提升品牌信任度 ·············································.54
3.1.4 促進品牌傳播 ················································.55
3.1.5 提升品牌資產價值 ··········································.55
3.2 品牌視覺識別基礎系統的構建 ····································.56
3.2.1 品牌標誌 ······················································.56
3.2.2 品牌標準字體 ················································.61
3.2.3 品牌色彩系統 ················································.63
3.2.4 品牌輔助圖形 ················································.65
3.2.5 基本要素組合規範 ··········································.66
3.3 品牌視覺識別應用系統的構建····································.68
3.3.1 宣傳系統 ······················································.68
3.3.2 產品系統 ······················································.69
3.3.3 辦公系統 ······················································.70
3.3.4 環境設計 ······················································.71
3.3.5 吉祥物設計 ···················································.72
3.4 品牌視覺識別系統設計的原則····································.73
3.4.1 突出文化特色 ················································.73
3.4.2 彰顯時代發展 ················································.74
3.4.3 構建情感觸點 ················································.75
3.4.4 提升藝術品位 ················································.76
第4章 品牌的塑造：農產品品牌視覺形象設計 ···············.77
4.1 農產品品牌建設的意義 ············································.78
4.2 農產品評估 ···························································.79
4.2.1 農產品的品質評估 ··········································.79
4.2.2 農產品的特色評估 ··········································.79
4.2.3 農產品的產地評估 ··········································.79
4.3 農產品的品牌定位 ··················································.80
4.3.1 目標定位 ······················································.80
4.3.2 核心價值提煉 ················································.80
4.3.3 市場調研 ······················································.81
4.3.4 市場層級定位 ················································.82
4.3.5 農產品的功能定位 ··········································.82
4.4 農產品的品牌標誌 ··················································.83
4.4.1 品牌命名的方法 ·············································.84
4.4.2 品牌標誌的設計 ·············································.87
4.5 農產品的品牌文化 ··················································.90
4.5.1 提煉文化精髓 ················································.91
4.5.2 講述品牌故事 ················································.93
4.6 農產品包裝設計策略 ···············································.96
4.6.1 農產品包裝設計的現狀 ····································.96
4.6.2 農產品包裝的功能性 ·······································.98
4.6.3 農產品包裝的時代性 ······································.106
4.6.4 農產品包裝的文化性 ······································.109
4.6.5 農產品包裝的情感化 ······································.116
4.6.6 農產品包裝的藝術性 ······································.120
4.7 農產品的品牌營銷 ·················································.124
4.7.1 農產品市場分析 ············································.125
4.7.2 農產品營銷策略 ············································.128
4.8 我國農業品牌發展的趨勢 ········································.131
4.8.1 國家政策與消費雙輪驅動 ································.132
4.8.2 數字技術與品牌深度融合 ································.133
4.8.3 品牌多元化與個性化協同發展 ··························.134
4.8.4 品牌國際化參與全球競爭 ································.136
第5章 品牌的延伸：文創產品設計 ····························.139
5.1 文創產品設計的戰略意義 ········································.140
5.1.1 構建全球化語境下的文化主權 ··························.140
5.1.2 推動國家戰略的實施落地 ································.141
5.1.3 升級品牌競爭維度的範式 ································.141
5.1.4 觸發經濟與文化的共生 ···································.143
5.2 文創產品推動品牌發展的路徑 ···································.144
5.2.1 通過視覺元素強化品牌識別 ·····························.144
5.2.2 通過文化挖掘強化品牌調性 ·····························.151
5.2.3 通過創新設計提升品牌品質 ·····························.157
5.3 文創產品設計的流程 ··············································.164
5.3.1 市場調研與分析 ············································.164
5.3.2 文化挖掘與創意構思 ······································.166
5.3.3 設計草圖與效果圖表現 ···································.169
5.3.4 測試與評估 ··················································.174
5.3.5 產品市場推廣 ···············································.175
5.4 文創產業發展的趨勢 ··············································.176
5.4.1 技術進步引發文化感知變革 ·····························.176
5.4.2 地域文化的全球化傳播 ···································.177
5.4.3 跨界融合的拓展深化 ······································.177
5.4.4 個性化定制需求增多 ······································.179
5.5 文創產業發展的挑戰與對策······································.179
5.5.1 文化轉譯面臨平衡難題 ···································.179
5.5.2 技術應用面臨倫理邊界難題 ·····························.180
5.5.3 全球化面臨的文化沖突難題 ·····························.181
第6章 品牌視覺構建展望 ········································.183
6.1 品牌視覺構建的發展趨勢 ········································.184
6.1.1 數字化與智能化 ············································.184
6.1.2 個性化定制 ··················································.185
6.1.3 可持續設計 ··················································.185
6.1.4 跨文化設計 ··················································.186
6.2 品牌視覺構建面臨的挑戰 ········································.187
6.2.1 技術快速疊代 ···············································.187
6.2.2 消費者審美多元化 ·········································.188
6.2.3 同質化競爭 ··················································.188
6.3 品牌視覺構建的應對策略 ········································.189
6.3.1 技術快速疊代的破局路徑 ································.189
6.3.2 審美多元化的平衡法則 ···································.190
6.3.3 同質化競爭的突圍策略 ···································.191
6.4 總結 ···································································.192
參考文獻 ·····························································.194