长沙方言视域下的品牌视觉设计策略——以茶颜悦色为例  

Brand Visual Design Strategy from the Perspective of Changsha Dialect:Taking Sexy Tea as an Example

作　　者：刘玉洁 汪海 宋雨婷 LIU Yu-jie;WANG Hai;SONG Yu-ting(School of Architecture and Art Design,Hunan University of Science and Technology,Xiangtan,Hunan,411201)

机构地区：[1]湖南科技大学建筑与艺术设计学院,湖南湘潭411201

出　　处：《湖南包装》2022年第4期41-45,共5页

摘　　要：品牌视觉设计是品牌理念的外在表现形式,关乎品牌在客户心中的第一印象。为增强消费者对品牌的了解,展现品牌独特魅力与促进地方文化传播,文章基于长沙方言的特点研究方言在品牌视觉中的设计应用。通过文献综述、案例分析、现场调研等方式,分析长沙方言特点,以茶颜悦色品牌视觉设计中通用性较强的海报、包装视觉以及产品详情页为例,阐述了茶颜悦色如何将长沙方言出彩地应用于品牌视觉设计中。通过该案例分析,进一步研究方言在品牌视觉中的设计策略。总结出方言化整体设计、方言化形式设计、方言化元素提取设计以及方言化内容设计策略,以供借鉴。Brand visual design is the external manifestation of brand concept,which is related to the first impression of the brand in the hearts of customers.In order to enhance consumers’understanding of the brand,show the unique charm of the brand and promote the spread of local culture,this paper studies the design and application of dialect in brand vision based on the characteristics of Changsha dialect.Through literature review,case analysis,field research and other methods,this paper analyzes the characteristics of Changsha dialect,and takes the poster,packaging vision and product detail page with strong versatility in the visual design of Sexy Tea brand as an example to illustrate how Sexy Tea can brilliantly apply Changsha dialect to the visual design of the brand.Through this case analysis,we can further study the design strategy of dialect in brand vision.It summarizes the overall design of dialectalization,the form design of dialectalization,the extraction design of dialectalization elements and the design strategy of dialectalization content for reference.

关 键 词：长沙方言 品牌视觉设计 茶颜悦色 方言化设计 

分 类 号：J524[艺术—艺术设计]