【作者】 李娜；

【导师】 李奋强； 应子；

【作者基本信息】 兰州理工大学 ， 艺术（专业学位）， 2023， 硕士

【副题名】以CQT长青藤为例

【摘要】 中小企业在GDP贡献中占大多数,已经成为了我国经济发展的主要力量,在推动就业、改善民生、满足多样化社会需求等方面发挥着不可忽视的作用,而在其成长过程中仍遇到很多问题:因成立时间较短大多规模较小、资金与技术力量薄弱、文化底蕴不够深厚等等,其中比较突出的就是品牌建设的问题,中小企业再弱小也是一个系统,对其品牌建设不能忽视。在情感消费的发展趋势下,给中小企业品牌建设带来了新的思考和机遇,为中小企业品牌的重塑发展提供了一种新思路。本课题以情感化设计为理论基础,更为系统地探索如何从品牌各个触点出发,对品牌视觉化的表现要素及其之间的关系进行情感化设计表达,旨在増强中小企业品牌在情感方面的吸引力,并以“CQT长青藤”为落脚点进行设计实践验证。首先,在情感化与品牌形象发展概况的基础上,分析了制约中小企业品牌方面发展的因素以及建立良好品牌视觉形象对其自身重要价值。其次,着重梳理了品牌关键触点,使品牌形象设计的具体应用进一步明晰,进而对情感化设计三层次:本能层、行为层和反思层的设计要素进行逐层分析。然后,对“CQT长青藤”企业进行了全面调研并对日用品行业以及相关行业的优秀案例进行深入剖析,分析总结出情感化在品牌形象设计中的应用现状,并提出相应原则即情感延续性原则、应用实用性原则、审美体验性原则并从感官层面、体验层面和文化层面提出相应的策略和方法。策略包括:以感官表现而传情、以使用体验而唤情、以文化创新而延情。方法包括:提升符号吸引力、注重体验愉悦感、注入文化基因。最后,运用提出的针对性设计原则、方法和策略完成对“CQT长青藤”当前视觉形象全面系统的升级设计。通过实际项目,对课题提出的策略与方法进行实证研究,以期进一步完善情感化在品牌设计中的应用,希望能为新兴品牌的设计带来新的思考。更多还原

【Abstract】 Small and Medium-sized Enterprises account for the majority of GDP contribution,having become the major force of our economic development,and playing a significant role in promoting employment,improving people’s livelihood and meeting diverse social needs.There still exist many problems in the process of their growth,mostly on a smaller scale,with capital and technology strength being weak,its culture being not deep,and so on,among which the more outstanding problem of brand building,including small and medium-sized enterprises as a system,so that the brand construction can not be ignored.Under the development trend of emotional consumption,this notion of design brings new ways of thinking and opportunities for the brand construction and development of small and medium-sized enterprises.Based on the theory of emotional design,this thesis systematically explores how to carry out emotional design on the expression elements of brand visualization and their relationships from the perspective of each brand contact point,aiming at enhancing the emotional appeal of small and medium-sized enterprise brands,and taking CQT ivy as the starting point to carry out design practice verification.First of all,based on the general situation of the development of emotional and brand image,this thesis analyzes the factors that restrict the brand development of the small and medium-sized enterprises and the important value of establishing a good brand visual image to its own.Secondly,the key contact points of the brand are sorted out,so that the specific application of the brand image design is further clarified,and then the design elements of the three levels of emotional design: instinct layer,behavior layer and reflection layer are analyzed layer by layer.Then,excellent cases in the daily necessities industry and related industries are analyzed in-depth,with the emotional application in brand image design status quo,being summed up and put forward by the principle of emotional continuity,application practicability,and aesthetic experience.The corresponding strategies and methods are presented from the sensory level,experience level and cultural level respectively.The strategies include expressing emotions through sensory expression,evoking emotions through use experience,and extending emotions through cultural innovation.The methods include enhancing symbol attraction,paying attention to experience pleasure,and injecting cultural gene.Finally,the proposed design principles,strategies and methods are used to complete the comprehensive system upgrade design of the current CQT Ivy visual image.Through practical projects,empirical research is carried out on the strategies and methods proposed by the subject,in order to further improve the application of emotionalization in brand design,with a hope to provide new ideas for the design of emerging brands.更多还原