数字时代下科技期刊可变式品牌设计的弹性管理方法
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摘要
【目的】提高科技期刊在数字时代的品牌影响力,增强品牌设计管理的弹性。【方法】从视知觉认知心理学角度出发,对科技期刊品牌的可变性、一贯性、趣味性的设计方法进行分析与总结。【结果】基于用户视觉认知模式解构与重组的可变式识别能够有效强化品牌影响力。【结论】科技期刊品牌设计管理及方法需要密切围绕品牌核心定位展开;通过结合位置、色彩、动态等基本要素形成范畴化概念,以适应新媒体特性,实现广泛传播;其视觉语言强调基于用户形成品牌识别的多平台趣味整合。
[Purposes] This paper aims to improve the brand influence of scientific journals in the digital era and enhance the elasticity of brand design and management. [Methods]From the perspective of visual perception cognitive psychology,we analyzed and summarized the design methods of scientific journals in terms of their brand variability,consistency,and interestingness.[Findings]The flexible identification based on the deconstruction and recombination of user visual cognition mode can effectively promote the brand influence. [Conclusions]The brand design and management methods of scientific journals need to be carried out closely around the brand core positioning. The concept of categorization is formed by combining basic elements such as location,color,and dynamics,so as to achieve wide dissemination by adapting to the characteristics of newmedia. Visual language emphasizes the interest integration of multi-platform based on user's brand identification.
[Purposes] This paper aims to improve the brand influence of scientific journals in the digital era and enhance the elasticity of brand design and management. [Methods]From the perspective of visual perception cognitive psychology,we analyzed and summarized the design methods of scientific journals in terms of their brand variability,consistency,and interestingness.[Findings]The flexible identification based on the deconstruction and recombination of user visual cognition mode can effectively promote the brand influence. [Conclusions]The brand design and management methods of scientific journals need to be carried out closely around the brand core positioning. The concept of categorization is formed by combining basic elements such as location,color,and dynamics,so as to achieve wide dissemination by adapting to the characteristics of newmedia. Visual language emphasizes the interest integration of multi-platform based on user's brand identification.
引文
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[15]金灿舒.品牌体验扩张与消费者共同价值创造下的可变式品牌化[D].首尔:弘益大学国际设计专业大学院,2014:156.
[16] Wittgenstein L.哲学研究[M].李步楼,译.北京:商务印书馆,2000:48-50.
[17] Armstrong S L,Gleitman L R,Gleitman H. What some concepts might not be[J]. Cognition,1983,13(3):263-308.
[18]金再兴.家族相似性(Family Resemblances)及设计进化论相关研究[J].未来指向,1996:3-10.
[19] Foucault M.词与物:人文科学考古学[M].莫伟民,译.上海:上海三联书店,2001:23-35.
[20] Amelia Costley. Royal Society of Chemistry[EB/OL].[2018-08-15]. https:∥ameliacostley.com/royal-society-of-chemistry.
[2]刘雪立. 10种国际权威科技期刊影响因子构成特征及其启示[J].编辑学报,2014,26(3):296-300.
[3]田剑云.科技期刊与图形设计[J].中国科技期刊研究,1991(3):32-36.
[4]蔡顺兴.数字出版时代科技期刊的版式设计定位[J].中国科技期刊研究,2018,29(3):204-210.
[5]周丹,周华清.科技期刊微信公众号文章版式设计研究[J].中国科技期刊研究,2017,28(12):1154-1159.
[6] Wang G Y,Gregory J,Cheng X. Cover stories:An emerging aesthetic of prestige science[J]. Public Understanding of Science,2017,26(8):925-936.
[7]沈冠东.科技期刊形象标识设计与应用[J].中国科技期刊研究,2016,27(2):142-147.
[8]何星池.新媒体下的可变式品牌设计趋势研究[J].设计艺术研究,2017(2):58-61.
[9]王秀峰. Web导航中用户认知特征及行为研究——基于“中国科技论文在线”网站的分析[D].南京:南京大学,2013:11.
[10] Goldstein E B.感觉与知觉[M].金正武,郭户婉,译.首尔:教保文库,2011:111-113,115-121,202-204.
[11]申石归.可变式识别的系统构造与方法论研究[J].品牌设计学研究,2012,10(2):74.
[12] Wertheimer M. Experimentelle studienüber das sehen von bewegung[J]. Zeitchrift Fuer Psychologie,1912:61,161-265.
[13]金经锡.格式塔心理学[M].首尔:学知社,2000:83-104.
[14]文尚勇.可变式识别的构造分析与识别扩张性研究[D].首尔:檀国大学大学院,2009:32,43-47.
[15]金灿舒.品牌体验扩张与消费者共同价值创造下的可变式品牌化[D].首尔:弘益大学国际设计专业大学院,2014:156.
[16] Wittgenstein L.哲学研究[M].李步楼,译.北京:商务印书馆,2000:48-50.
[17] Armstrong S L,Gleitman L R,Gleitman H. What some concepts might not be[J]. Cognition,1983,13(3):263-308.
[18]金再兴.家族相似性(Family Resemblances)及设计进化论相关研究[J].未来指向,1996:3-10.
[19] Foucault M.词与物:人文科学考古学[M].莫伟民,译.上海:上海三联书店,2001:23-35.
[20] Amelia Costley. Royal Society of Chemistry[EB/OL].[2018-08-15]. https:∥ameliacostley.com/royal-society-of-chemistry.