基于语言编码的商标记忆规律研究  

Laws of Memorizing Trademark Based on Verbal Coding

作　　者：陈超[1] 陈飞虎[1] CHEN Chao;CHEN Fei-hu(Hunan University,Changsha 410082,China)

机构地区：[1]湖南大学,长沙410082

出　　处：《包装工程》2022年第10期197-203,共7页Packaging Engineering

摘　　要：目的研究商标视觉信息中所包含的语言要素,分析人们在接受视觉输入时,大脑激活的语言编码对长时记忆产生的影响,探索利用语言编码加深人们对商标记忆的途径,为设计更具辨识度、记忆度的商标提供思路。方法以心理学中对语言编码和视觉编码的研究为基础,对人在识记图像时产生的语言编码进行分类,分析视觉编码与语言编码相互影响与转化的方式,并结合实验来分析不同类型的语言编码在人脑记忆商标时的优先级,总结语言编码在记忆商标时的积极作用和不利影响,最后通过实际案例表明语言编码判断商标相似性争议时的优势。结果在商标的长时记忆与回忆再现过程中,均需要语言编码协助视觉编码来完成。结论在商标设计过程中,不仅要考虑图形的美观性与独特性,还要考虑受众在识记过程中形成的语言编码的逻辑与复杂度,在推广品牌时兼顾消费者的认知共识性与模糊指向性,从而提高品牌商标的辨识度。By studying the language content contained in the visual information of trademarks,this paper intends to analyze the influence of verbal coding activated by the brain on long-term memory when people receive visual input,and explore ways to deepen people's memory of trademarks by using verbal coding,so as to provide ideas for designing trademarks with more recognition and memory.Based on the research of verbal coding and visual coding in psychology,this paper classifies the verbal coding when people memorize images,then analyzes the interaction and transformation between visual coding and verbal coding,explores the priority of different types of verbal coding when people remembering trademarks,and summarizes the positive and negative effects of language coding on trademark memory.Finally,it shows the advantages of verbal coding in judging trademark similarity disputes through actual cases.The process of long-term memory and recall of trademarks needs verbal coding to assist visual coding.The process of trademark design should not only consider the beauty and uniqueness of graphics,but also consider the logic and complexity of verbal coding formed in the process of memorizing,so that consumers'cognitive consensus and fuzzy directionality can be taken into account when promoting brands,thus improving the recognition degree of brand trademarks.

关 键 词：语言编码 商标 图形记忆 心理 特征描述 

分 类 号：TB472[一般工业技术—工业设计]