“有条有理”品牌形象设计中手绘插画的应用分析

发布时间：2018-04-06 21:12

本文选题：手绘插画　切入点：品牌形象设计　出处：《河北大学》2017年硕士论文

【摘要】：手绘插画作为传统绘画艺术形式中的一个分支,一直被作为丰富文字信息的辅助手段来应用,而随着现代社会的发展和数字化产业的普及,手绘插画逐步从传统的应用方式中脱离出来,扩展到了更多领域。在各种商业行为逐渐增多的今天,手绘插画以其亲切、朴实的感染力也开始被做为品牌形象设计的重要手段,通过对品牌正确定位而绘制出适合于品牌,并且更加具有亲和力的沟通符号,使品牌自身和其产品能在更广阔的维度上吸引消费者,更好的拉近品牌和消费者之间的距离,进而形成消费者对品牌文化的认同感。这样就可以在帮助品牌提升自身价值的同时,为企业带来更丰厚的经济回报和更广泛的社会认可。本文以“恋乡”子品牌“有条有理”形象设计为例,首先是通过对国内红薯粉条品牌的市场调查分析,确立品牌定位;然后再通过对品牌理念的深入挖掘,提炼出品牌形象设计元素并与手绘插画进行有机的结合;最后将带有品牌内涵的手绘插画在品牌形象设计中进行整体的应用,这三个部分的设计实践来进行研究分析。希望可以通过手绘插画所独有的表现形式,将品牌自身的优点和独特的品牌个性展现出来,增强品牌在同类产品中的竞争力,为品牌形象的设计手段提供有价值的参考。
[Abstract]:As a branch of traditional painting art form, hand-painted illustration has been used as a supplementary means to enrich the text information, but with the development of modern society and the popularization of digital industry,Hand-drawing illustration gradually separated from the traditional application way, expanded to more fields.Today, with the increasing of various commercial behaviors, hand-painted illustrations are also being used as an important means of brand image design with their cordial and simple appeal. Through the correct positioning of the brand, they are drawn out suitable for the brand.And more affinity of communication symbols, so that the brand itself and its products can attract consumers in a broader dimension, a better way to narrow the distance between brands and consumers, and then form the identity of consumers to brand culture.This can help brands to enhance their own value at the same time, for enterprises to bring more generous economic returns and wider social recognition.This article takes the "love for the countryside" sub-brand "orderly" image design as an example, firstly, through the market investigation and analysis of the domestic sweet potato powder strip brand, establishes the brand positioning, then through the thorough excavation to the brand idea,Extract the brand image design elements and combine with hand-painted illustration organically; finally carry on the whole application of the hand-painted illustration with the brand connotation in the brand image design, the design practice of these three parts carries on the research and analysis.It is hoped that the unique performance form of hand-painted illustrations will show the brand's own advantages and unique brand personality, enhance the competitiveness of the brand in the same products, and provide valuable reference for the design means of brand image.
【学位授予单位】：河北大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：J524;J218.5

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