基于品牌冰山理论的品牌产品色彩设计
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摘要
目的品牌文化是品牌发展的软实力。本研究从产品色彩设计的角度出发,旨在探究产品色彩设计过程中,品牌文化信息传递的有效路径和方法。方法基于品牌冰山理论模型,引入信息理解层次模型,进而推导出色彩的信息传递层次模型。通过对色彩信息传递层次模型的分析,构建出消费者对产品色彩信息提取的层次和过程,进而提出使品牌色彩设计能传递深层次的品牌文化信息的方法。结论法国娇兰品牌有着厚重的品牌文化底蕴,是品牌冰山理论的成功典例。本文以娇兰品牌为例,证实了色彩信息传递层次模型的可行性,提出了产品色彩设计传递品牌文化的两条主要路径,即利用"被认同"的色彩信息和重构色彩的社会信息,并以此启示中国本土品牌的色彩设计方向。
Brand culture is the soft power of brand development. From the point of view of product color design, this paper aims to explore the product color design approach that effectively communicates brand culture information to their consumers. Based on the iceberg theory model, this study introduced the hierarchical model of information comprehension, and then deduced the hierarchical model of color information transmission. By analyzing the hierarchical model of color information transmission, it built the level and process of consumer color information extraction, and then put forward the method of brand color design to convey deep brand culture information. The French Guerlain brand has deep culture inside, and it is a typical example that checks the truth of the brand iceberg theory. This study proves the feasibility of the hierarchical model of color information transmission with Guerlain as an example. Finally, this paper puts forward two main ways of product color design to transfer brand culture, that is, to use the "identified" color information and to reconstruct the social information of color. And these methods are also enlightening to the color design of Chinese local brands.
Brand culture is the soft power of brand development. From the point of view of product color design, this paper aims to explore the product color design approach that effectively communicates brand culture information to their consumers. Based on the iceberg theory model, this study introduced the hierarchical model of information comprehension, and then deduced the hierarchical model of color information transmission. By analyzing the hierarchical model of color information transmission, it built the level and process of consumer color information extraction, and then put forward the method of brand color design to convey deep brand culture information. The French Guerlain brand has deep culture inside, and it is a typical example that checks the truth of the brand iceberg theory. This study proves the feasibility of the hierarchical model of color information transmission with Guerlain as an example. Finally, this paper puts forward two main ways of product color design to transfer brand culture, that is, to use the "identified" color information and to reconstruct the social information of color. And these methods are also enlightening to the color design of Chinese local brands.
引文
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[2]汪辉,肖琼娜.色彩设计和品牌核心竞争力[J].包装工程,2006,27(1):244-245.WANG Hui,XIAO Qiong-na.Color Design and Core Competence of the Brand[J].Packaging Engineering,200627(1):244-245.
[3]王树根.基于认知心理学的模式识别模型框架[J].武汉大学学报(信息科学版),2002,27(5):543-547.WANG Shu-gen.Model Recognition Model Framework Based on Cognitive Psychology[J].Geomatics and Information Science of Wuhan University,2002,27(5):543-547.
[4]邬焜.信息哲学-理论、体系、方法[M].北京:商务印书局,2005.WU Kun.The Philosophy of Information Theory System and Method[M].Beijing:The Commercial Press,2005.
[5]王英杰.文化经验与视觉传达[J].艺术设计研究2017(1):89-91.WANG Ying-jie.Cultural Experiences and Visual Communication[J].Art&Design Research,2017(1):89-91.
[6]刘立维.论包装色彩视觉传达的话语意义[J].包装工程,2014,35(12):104-107.LIU Li-wei.The Discourse of Color Visual Transmission in Packaging Design[J].Packaging Engineering,2014,35(12):104-107.
[7]吕朝亚.18世纪法国洛可可美术与女性服饰的审美特征[J].世界美术,2012(2):91-94.LYU Zhao-ya.The Aesthetic Features of Rococo Art and Women's Dress in France in Eighteenth Century[J].World Art,2012(2):91-94.
[8]苗芬.中国、日本、法国三国传统色彩之比较研究[D].北京:北京服装学院,2012.MIAO Fen.The Comparative Study of China,Japan and France Three Countries'Traditional Colors[D].Beijing:Beijing Institute of Fashion Technology,2012.
[9]陈武英,卢家楣,刘连启,等.共情的性别差异[J]心理科学进展,2014,22(9):1423-1434.CHEN Wu-ying,LU Jia-mei,LIU Lian-qi,et al.Gender Differences in Empathy[J].Advances in Psychological Science,2014,22(9):1423-1434.
[10]陈武英,刘连启.情境对共情的影响[J].心理科学进展,2016,24(1):91-100.CHEN Wu-ying,LIU Lian-qi.The Influence of Situation on Empathy[J].Advances in Psychological Science2016,24(1):91-100.
[11]BIRD G,VIDING E.The Self to Other Model of Empathy:Providing a New Framework for,Understanding Empathy Impairments in Psychopathy,Autism,and Alexithymia[J].Neuroscience&Biobehavioral Reviews,2014(47):520-532.
[12]NEUMANN D L,Boyle G J,Chan R C K.Empathy towards Individuals of the Same and Different Ethnicity When Depicted in Negative and Positive Contexts[J]Personality&Individual Differences,2013,55(1):8-13.