中医养生视野下的养生茶品牌形象设计研究

发布时间：2018-04-22 01:39

本文选题：养生文化 + 茶　；参考：《安徽大学》2017年硕士论文

【摘要】：传统中医药文化在民族文化复兴的过程中,是一个重要的内容板块,尤其是屠呦呦诺贝尔奖效应之下,中医药文化的自信大幅提升。但是,传统中医药文化如何通过设计思维和载体,向相关产业转化,走进大众生活消费的视野,是一个值得探讨的话题。在中医养生中,中医养生与茶的关系是一个常见的"话题"。可是设计师缺乏对于中医药茶文化的背景的思考,因此,无法将文化底蕴转换成为中医养生特色的视觉符号的设计,而人们对于已有的视觉符号的研究仅仅只流于表面,缺乏具体的设计思考,更缺乏对于单独符号设计的根源进行深入挖掘。中国文化的体现及所独有的养生方式,需要设计师对于"中医养生"文化的形象进行整理、归纳、完善、推陈出新,从而创作出属于养生茶的"新时代、新语言、新视觉。"本文一共分为四个章节,分别从第一章概述整体思路,提出研究养生茶设计的思路和方法。第二章针对中医养生茶的市场现状进行调查分析,寻求设计的设计突破口。第三章将养生文化重新拉入人们的视野,对于现有品牌进行多角度的分析,从而将文字描述转化为视觉输出。文字描述→提炼元素→视觉转化。第四章重点阐述在以生活方式为导向情境下,对于养生茶这一具体事物进行的设计表达。最终课题是以文创思维和视野,将现有的中医养生茶进行品牌包装、包装周边产品等设计形式的重塑,是本研究课题的主要内容。
[Abstract]:Traditional Chinese medicine culture is an important content plate in the process of national culture rejuvenation, especially under the Nobel Prize effect of Tu Youyou, the self-confidence of traditional Chinese medicine culture has been greatly enhanced. However, the traditional Chinese medicine culture through the design thinking and carrier, to the related industries, into the vision of mass life consumption, is a topic worthy of discussion. The relationship between traditional Chinese medicine and tea is a common topic in traditional Chinese medicine. However, the designer lacks the thinking about the background of the traditional Chinese medicine tea culture, so it is impossible to transform the cultural background into the design of the visual symbol with the characteristics of traditional Chinese medicine, and the research on the existing visual symbol is only on the surface. Lack of specific design thinking, but also lack of individual symbol design for the root of the in-depth excavation. The embodiment of Chinese culture and its unique way of keeping in good health require designers to sort out, summarize, perfect, and bring forth new ideas in order to create "new era, new language, new vision" belonging to health care tea. This paper is divided into four chapters, respectively from the first chapter to outline the overall ideas, proposed research ideas and methods of health tea design. The second chapter investigates and analyzes the market situation of traditional Chinese medicine health tea, and seeks the design breakthrough. The third chapter redraws the health culture into people's vision, carries on the multi-angle analysis to the existing brand, thus transforms the text description into the visual output. Text description extracts elements for visual transformation. Chapter four focuses on the design and expression of health tea in the context of lifestyle-oriented. The final task is to reconstruct the existing traditional Chinese medicine health tea by creative thinking and vision, such as brand packaging, packaging peripheral products and other design forms, which is the main content of this research.
【学位授予单位】：安徽大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：J524

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