畲族旅游小镇视觉系统设计及应用探究——以西坑畲族镇为例
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摘要
文章探讨了民俗文化和视觉系统塑造的基本概念和理论内涵,以西坑畲族镇的设计为例,通过分析小镇的民俗文化及地域文化特色,提出了"和美畲乡,安福圣地"的小镇形象定位,从畲族文化的习俗、图文、色彩中提炼出视觉元素,按照系统设计、逐步细化、具体到点的设计思路,运用个性手绘和电脑规范设计的表现手法,将西坑畲族镇的特色通过视觉系统设计的方式进行提升式的呈现,并最终实现借助宣传系统等载体形式优化传播小镇的形象和文化内涵的目标。
This paper discusses the basic concepts and theoretical connotations of regional culture and brand image promotion. Taking the design of Xikeng She Town as an example, by analyzing the national culture and regional cultural characteristics of the town, the town of "Hemei Township, Anfu Holy Land" is proposed. Image positioning, extracting visual elements from the customs, pictures and colors of the She culture, according to the system design, gradually refinement, specific point-to-point design ideas, using the combination of hand-painted and computer-aided design means, the characteristics of Xikeng She Town are enhanced by visual means, and finally achieve the goal of optimizing the image and cultural connotation of the town by means of a propaganda system and other carriers.
This paper discusses the basic concepts and theoretical connotations of regional culture and brand image promotion. Taking the design of Xikeng She Town as an example, by analyzing the national culture and regional cultural characteristics of the town, the town of "Hemei Township, Anfu Holy Land" is proposed. Image positioning, extracting visual elements from the customs, pictures and colors of the She culture, according to the system design, gradually refinement, specific point-to-point design ideas, using the combination of hand-painted and computer-aided design means, the characteristics of Xikeng She Town are enhanced by visual means, and finally achieve the goal of optimizing the image and cultural connotation of the town by means of a propaganda system and other carriers.
引文
[1]董凌.民俗节庆活动中的视觉识别系统设计研究[J].包装工程,2018,39(22):66-71.
[2]刘新鑫.城市形象塑造中文化符号的运用[J].当代传播,2011(3):130-131.
[3]陈睎.旅游目的地形象的提升研究——以桂林为例[D].上海:华东师范大学, 2006.
[4]卞星玮.品牌形象塑造中的视觉识别设计体系研究[D].江苏:江苏大学,2016.
[5]地域文化符号在潍坊城市品牌塑造中的应用[D].辽宁:辽宁师范大学,2018.
(1)观点出自钟敬文,《民俗学概论》,上海文艺出版社,1998:1
[2]刘新鑫.城市形象塑造中文化符号的运用[J].当代传播,2011(3):130-131.
[3]陈睎.旅游目的地形象的提升研究——以桂林为例[D].上海:华东师范大学, 2006.
[4]卞星玮.品牌形象塑造中的视觉识别设计体系研究[D].江苏:江苏大学,2016.
[5]地域文化符号在潍坊城市品牌塑造中的应用[D].辽宁:辽宁师范大学,2018.
(1)观点出自钟敬文,《民俗学概论》,上海文艺出版社,1998:1