相似性聯想於品牌象徵的設計應用－Vividö的品牌象徵設計

The Application of Similarity Association for Brand Symbolism Design: Vividö Brand Symbolism

王桂沰(Kuei-To Wang)

《設計學研究》 10卷2期 (2007/12) Pp. 53-71

https://doi.org/10.30105/JDS.200712.0004

摘要

在消費商品符號化的今天，品牌象徵對於產品的經營而言，扮演了一個價值寄託與消費催化的角色。然而論及品牌設計，目前多偏重於視覺識別系統的設計，鮮少以抽象面的「象徵」做爲設計目標，並進行操作方法的探討。本研究由此問題出發，針對品牌形象與象徵的相關文獻進行探討，提出品牌象徵的聯想結構，進而開發出創意發想的方法，並於產學合作的專案中設計應用。研究發現，設計者從「象徵」的特質－相似性聯想下手，可以發展出適合於品牌特性、又能整合於定位之下的品牌設計，其中的創意方法是以諧音、肖形與情境的相似性爲聯想路徑，透過聯想步驟的安排與發想資料庫的建立，以及設計指標的篩檢，也可以完成系統性的結構佈局，整合品牌與其傳播介面之間的象徵形象。本文以Vividö品牌設計爲例，分享個人產學合作的設計經驗，包含了創意與操作方法的開發與設計技術的落實，其中以概念性的「象徵」做爲設計操作的核心，屬於較不同於既有的思惟方式，旨在提供設計實務界更多元的觀點與操作方法。

關鍵字

品牌象徵 ； 相似性聯想 ； 設計 ； Vividö

並列摘要

Brand symbolism is playing a role of value addition and acceleration for a product when the commodity has become symbolic today. Most practices in brand design focused on the visual identity system, and symbolism was rarely managed as the design goal and not further developed into a design approach. Through the literary review of brand image and symbolism, this article poses a creative association structure of brand symbolism, developing and implementing this method in an academic-enterprise cooperation project. We found that designer could work on the ”symbolic” characteristic of similarity association, and design a brand which both fit its brand attributes and was integrated under its brand position. The methodology of creative thinking used assonance, shape and attributes similarity as the path of association. Following the steps of association and from the generated association databank, a systematic scheme which integrated the symbolic images among brand and communication media can be created. This article shows a case study of Vividö brand design and aims to share the design experience including, the exploration of the creative approach and design methodology, the transformation technology of design operation, and most importantly employing the conceptual ”symbolism” as the core of design which should be considered as a new practice of brand design.

並列關鍵字

Brand symbolism ； Similarity association ； Design ； Vividö

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