节点文献
“互联网+”时代的品牌卡通形象设计研究
Corporate Brand Cartoon Image Design Study of "Internet +"
【作者】 金晶；
【导师】 许懋琦；
【作者基本信息】 华东理工大学 ， 艺术（专业学位）， 2019， 硕士
【摘要】 如今“互联网+”时代引领了文娱新模式的高速发展,跨界融合打造品牌卡通形象成为企业发展的常态。企业中无论是互联网品牌还是传统品牌,都积极拥抱互联网。他们以发展文化创意产业和塑造卡通形象生态领域为效益化突破口,发掘品牌设计传播新途径,力图建设属于自己的品牌生态圈。“互联网+”时代的传统企业品牌正面临新型市场抉择的生存压力,亟需培养互联网思维,把握设计趋势,才能顺应社会潮流,从而实现突破性转变。为此,传统企业采用极具情感化的设计呈现方式,借助高效率且低成本的社交传播渠道,使其品牌卡通形象能快速融入人们的日常生活,轻松摆脱在大众心中冰冷的刻板印象,并大获青睐。本文通过研究国内外成功品牌卡通形象的设计案例,结合设计符号学及符号传播等理论知识,总结出品牌卡通形象从设计构建到受众接收中所涵盖的丰富含义;同时,通过比较传统企业与互联网企业的品牌卡通形象的发展和现状,挖掘出具有普适价值的设计要素,并探索出优质的品牌卡通形象应具备的互联网化设计传播方法;此外,本文还针对传统化工企业品牌的年轻化目标人群,进行设计需求的引导性探究,并完成其卡通形象的设计及延伸设计。
【Abstract】 Nowadays,the new mode of cultural recreation has been led by "Internet+" era with a high-speed development.Corporate brand cartoon image is created with cross-border cooperation,which has been a normal phenomenon of corporate development.No matter the corporation is an Internet brand or a traditional brand,they both actively embrace the Internet.Developing cultural originality and creating cartoon image has been a new breaking point for their profit gaining.Besides,exploring a new way of brand design propaganda and establishing their own brand ecosystem.Traditional corporate brands of the "Internet+" era are facing survival pressure of new market choice,it is essential to foster an Internet mindset and seize the design tendency,in order to comply with the society trend and achieve a breakthrough transformation.With the social media channel of high efficiency and low cost,emotional expression design has been adopted by traditional corporation,which has made their corporate cartoon images rapidly entered into everybody’s daily life,and helped to get rid of the indifferent and rigid impression from consumers,and also favorably accepted.Design cases of domestic and overseas successful cartoon brand image have been studied,rich meanings of brand cartoon image from design stage to consumers,acceptance stage have been summarized by combining theoretical knowledge of design symbols and symbols’ propagation.Meanwhile,developmental history and current situation of brand cartoon images of traditional corporation and Internet corporation have been compared,universally applicable design elements have been dig out and good Internet design propagation methods of brand cartoon image have been investigated.Besides,for target youth consumers of traditional chemical corporate brand,design requirements have been investigated instructively,the design and extended design of one chemical corporation cartoon images have been completed.