视觉叙事在老字号美妆品牌形象设计中的应用——以“双妹”品牌为例  

The Application of Visual Narrative in the Image Design of Time-Honored Beauty Brands-Taking the“VIVE”Brand as an Example

作　　者：李光安[1,2] 施秉慧 Guang’an Li;Binghui Shi(School of Art and Design,Shanghai University of Engineering Science,Shanghai;School of Art Design and Media,Sanda University,Shanghai)

机构地区：[1]上海工程技术大学艺术设计学院,上海 [2]上海杉达学院艺术设计与传媒学院,上海

出　　处：《Design（汉斯）》2024年第2期588-595,共8页设计（汉斯）

摘　　要：随着消费市场日新月异,海外美妆品牌的流入和国内消费环境的变化与消费观念的转变,不少老字号品牌变得黯淡无光,退出市场。为解决此问题,本文旨在探讨视觉叙事在老字号美妆品牌设计中的重要性以及其在“双妹”品牌形象设计中的具体表现。通过对视觉叙事和老字号美妆品牌设计理念的分析,以及对国内外经典美妆品牌的视觉形象和“双妹”品牌的发展历程与新定位的研究,揭示了视觉叙事在美妆品牌形象设计中的重要作用。本文从文字构成、图形设计和多维空间等角度对视觉叙事的主题、情节、途径进行详细分析,表明视觉叙事为“双妹”品牌注入了新的活力与内涵起到了不可替代的作用。研究结果将有助于深入理解老字号美妆品牌如何运用视觉叙事来提升品牌形象,为美妆品牌设计提供了有益的启示和指导。With the rapid development of the consumer market,the influx of overseas beauty brands,changes in the domestic consumption environment,and changes in consumer attitudes,many time-honored brands have become dull and withdrawn from the market.To address this issue,this article aims to explore the importance of visual narrative in the design of time-honored beau-ty brands and its specific expression in the image design of the“VIVE”brand.Through the analysis of visual narrative and the design concept of time-honored beauty brands,as well as the study of the visual image of classic beauty brands at home and abroad,as well as the development process and new positioning of“VIVE”brands,the important role of visual narrative in the image design of beauty brands is revealed.This article provides a detailed analysis of the theme,plot,and ap-proach of visual narrative from the perspectives of text composition,graphic design,and mul-ti-dimensional space,indicating that visual narrative has played an irreplaceable role in injecting new vitality and connotation into the“VIVE”brand.The research findings will contribute to a deeper understanding of how time-honored beauty brands use visual storytelling to enhance their brand image,providing useful insights and guidance for beauty brand design.

关 键 词：老字号 双妹 品牌形象 视觉叙事 

分 类 号：F27[经济管理—企业管理]