全媒体视野下消费文化所影响的品牌形象设计创新研究－以武汉城市创意地图系列设计為例

Brand image design under the influence of consumer culture from the perspective of overall media

李由(Li You)

《傳承與創新-文化混血的設計創意》 十五屆 (2016/12) Pp. 14-32

https://doi.org/10.6678/IICHC.2016.02

摘要

在进入到以消费为主导的社会结构和技术飞速革新进步的影响下，设计的创新已经迈入另一个时代：从技术的变革，进入使用者的生活脉络，向他们的生活提案，提出一种愿景。今天的电子媒介产品已经成为每个人生活中必不可少的一部分。一个设计往往就能决定交互型电子产品与平台的体验。在产品的功能之外，人们往往愈加重视产品背后反映出的清晰、新颖、生动并持续传达出情感诉求的品牌形象。品牌主要存在于消费者的头脑中，品牌形象设计基于正确品牌定义下进行符号化沟通。今天的品牌形象设计创新应该从消费者的生活和消费思维出发，为品牌和产品生产出新的价值。如何认识并灵活运用全媒体形式，确立符合今天消费文化定位和特质的品牌思维与形象设计就显得非常重要。

關鍵字

全媒体 ； 消费文化 ； 品牌形象设计 ； 设计创新

並列摘要

Against the backdrop of a consumption-oriented social structure and remarkable achievements in technological innovation, design innovation has already entered another stage: As the technology has changed dramatically, it has integrated into people's lives by offering life suggestions and visions. Nowadays, electronic media products have become an integral part of people's daily life. A single design, more often than not, can determine the reputation of an interactive electronic product and its platform. Apart from the functions of products, people pay much more attention to the brand image behind a certain product on the basis of clearness, originality, vividness and constant emotional appeal. Also, a brand mainly exists in the minds of customers and the designing of a certain brand is based on the exact definition of the brand through signifying communication. When it comes to the innovation of brand designing in the current stage, the priority should be given to the observation of consumers' daily life and consumption thinking in order to produce new values for brands and products. Therefore, recognizing and applying omni-media in a flexible fashion and then identifying the brand thinking and designing that is in accordance with the position and characteristics of consumer cultural in the current stage is a vital issue deserving further study.

並列關鍵字

Overall Media ； Consumption Culture ； Brand image design ； Design innovation