农产品品牌形象的叙事性设计研究  

RESEARCH ON NARRATIVE DESIGN OF BRAND IDENTITY OF AGRICULTURAL PRODUCTS

作　　者：杨佛 赵敏婷[1] 

机构地区：[1]陕西科技大学设计与艺术学院

出　　处：《包装与设计》2022年第6期124-125,共2页Package & Design

基　　金：2021年陕西省哲学社会科学重大理论与现实问题研究项目(2021ND0027)。

摘　　要：目前农产品品牌形象设计存在同质化严重、特色不鲜明、风格不统一等问题,加强农产品品牌形象的建设极具现实意义。本文从叙事性理论视角研究农产品品牌形象设计,首先梳理了农产品品牌的叙事性设计要素,分析了农产品品牌的叙事性设计特点,然后提出了农产品品牌形象的叙事性设计路径,并进一步进行了泾阳茯茶品牌形象叙事设计的创新实践,以期为农产品品牌形象建设提供新的参考。At present, the brand identity design of agricultural products has problems such as serious homogeneity, unclear characteristics and inconsistent styles. Thus, it is of practical significance to strengthen the construction of agricultural product brand identity. This paper studies the brand image design of agricultural products from the perspective of narrative theory. Firstly, it sorts out the narrative design elements of agricultural product brands and analyzes the narrative design characteristics of agricultural product brands. Then it puts forward the narrative design path of agricultural product brand identity and further carries out the narrative design of Jingyang Fu Tea brand, aiming to provide new references for the construction of agricultural product brand identity.

关 键 词：农产品品牌 品牌形象 叙事性设计 

分 类 号：F32[经济管理—产业经济]