时尚品牌直播空间视觉形象展示研究  

Research on Brand Visual Image Design in Live Broadcast Space

作　　者：王雪晴 朱俐[2] WANG Xueqing;ZHU Li

机构地区：[1]浙江理工大学,杭州310014 [2]浙江理工大学时尚学院,杭州310014

出　　处：《浙江艺术职业学院学报》2022年第3期109-115,共7页Journal of Zhejiang Vocational Academy of Art

摘　　要：随着互联网技术的不断发展,“5G时代”的来临促进了网络行业的迅速发展,各大电商平台的兴起给予了网络直播带货一个良好的发展空间。而在疫情影响的当下,品牌线下销售模式受阻导致线上销售模式得到了品牌的重视,而“直播带货”也成为了当下品牌营销的主要行为。然而,“直播带货”这一行为在发展过程中也出现了品牌形象模糊甚至品牌形象受损等问题。因此,通过分析品牌直播中的视觉形象展示方法,及视觉形象设计对品牌文化传播的影响力,并针对品牌如何在直播空间中展示品牌形象提出建议,将有助于品牌在直播带货的同时树立品牌形象,展示品牌文化。With the continuous development of Internet technology,the advent of“5G era”has promoted the rapid development of the network industry,and the rise of major ecommerce platforms has given a good space for the development of live streaming.Under the influence of the epidemic,the offline sales model of brands has been blocked,leading to the attention of brands on the online sales model,and“live broadcasting with goods”has become the main behavior of brand marketing.However,in the process of development,the behavior of“live broadcasting with goods”has also appeared some problems such as blurred brand image and even damaged brand image.This paper will analyze the visual image presentation methods in brand live broadcast,discuss the influence of visual image design of red brands in live broadcast space on brand cultural communication,and put forward suggestions on how to build brand image in live broadcast space.

关 键 词：网络直播 直播空间 品牌形象 品牌文化 

分 类 号：J524[艺术—艺术设计]