乡村振兴下盐城恒北早酥梨品牌视觉形象设计研究  

Visual Image Design of Yancheng Hengbei Zaosu Pear Brand under the Background of Rural Revitalization

作　　者：苟晓梅[1] 李明[1] GOU Xiao-mei;LI Ming(Yancheng Polytechnic College,Yancheng 224005,China)

机构地区：[1]盐城工业职业技术学院,盐城224005

出　　处：《包装工程》2021年第22期367-373,共7页Packaging Engineering

基　　金：2019年江苏高校哲社项目《乡村振兴背景下乡土产品品牌视觉形象设计研究——以盐城恒北早酥梨为例》(2019SJA1773)研究成果;2019年江苏省高校“青蓝工程”优秀青年骨干教师资助项目。

摘　　要：目的特色农产品作为一个乡村地区特有的产物,具有较强的地域性和标志性。从特色农产品品牌视觉形象设计入手,通过品牌文化提炼与打造,标志设计、包装设计、营销传播等一系列途径开展设计研究,达到提升产品价值、促进乡村振兴的目的,为地区特色农产品的品牌建设提供理论和实践参考。方法以盐城恒北早酥梨特色农产品为例,通过田野考查和典型案例分析,总结了其品牌建设现状,梳理了品牌创建中的问题和不足;通过SWOT分析和品牌价值提炼,挖掘品牌理念和产品定位。结果提出了乡村振兴背景下盐城特色农产品恒北早酥梨品牌形象的设计策略,并针对性地实施了标志、包装、深加工品、网络形象及IP形象等一系列设计实践,以此形成系统和标准,强化品牌形象。结论乡村特色农产品要提升价值,品牌创建必不可少,特色农产品品牌视觉形象设计也将越来越受到重视。As a unique product of a rural area,characteristic agricultural products have strong regionality and iconicity.In order to improve product value and facilitate rural revitalization,and though the ways such as brand culture extraction and creation,logo design,packaging design,marketing communication,this paper can provide theoretical and practical reference for the brand building of regional characteristic agricultural products.Taking Yancheng Hengbei Zaosu pears as an example,through field study and typical case analysis,this paper summarizes the status quo of its brand building,and sorts out the problems and deficiencies in brand creation.Through SWOT analysis and brand value refinement,this paper explores the brand concept and product positioning.Finally,this paper puts forward design strategies of brand images for Hengbei Zaosu pears and implements a series of design practices such as logo,packaging,deep-processed products,network image and IP image to form a system and standard to strengthen the brand Image.To enhance the value of rural characteristic agricultural products,brand creation is indispensable,and the visual image design of characteristic agricultural products brand will get more and more attention.

关 键 词：乡村振兴 农产品 品牌视觉形象 恒北早酥梨 

分 类 号：J511[艺术—艺术设计]