基于图象语义描述的品牌本土化形象认知研究  

Brand Localization Image Cognition Based on Image and Semantic

作　　者：谭浩[1] 何晶晶[2] TAN Hao HE Jing-jing(State Key Laboratory of Advanced Design and Manufacturing for Vehicle Body, Hunan University, Changsha 410082, China School of Design, Hunan University, Changsha 410082, China)

机构地区：[1]湖南大学汽车车身先进设计制造国家重点实验室,长沙410082 [2]湖南大学设计艺术学院,长沙410082

出　　处：《包装工程》2016年第20期65-69,共5页Packaging Engineering

基　　金：国家科技支撑计划(2015BAH22F01);国家自然科学基金项目(61402159;60903090);湖南省社会科学基金项目(2010YBA054);汽车车身先进设计制造国家重点实验室自主课题;湖南大学青年教师成长计划项目资助

摘　　要：目的探讨品牌本土化形象转译到图形化的设计应用的方法。方法根据佩维奥的"双重编码"理论,基于图象语义,运用人物角色和情景板共同描述中国用户对品牌本土化形象认知,提出品牌认知本土化转译设计模型。结果在此基础上,以"礼乐"图标设计为案例,初步论证了设计模型的可行性。结论运用品牌认知本土化转译设计模型,使产品服务体验符合本民族的价值观和审美诉求,加强了品牌特性。It aims to explore the methods of brand＇s localization image translation to the application of graphical design. According to Paivio＇s Dual Coding Theory, using persona and mood board to describe the Chinese users cognition on brand＇s localization image based on image and semantic, it proposes the translation design model of brand＇s localization image. Taking the case of ritual ＆ music＇s icon design as an example, it initially verifies the feasibility of this design model. The use of brand cognitive localization translation design model can make the products service experience to meet the nation＇s values and aesthetic appeal, to strengthen the brand characteristics.

关 键 词：双重编码 品牌形象 人物角色 情景板 图象 语义 

分 类 号：TB472[一般工业技术—工业设计]