数字媒体艺术色彩表现手法对文旅品牌视觉的影响研究  

Research on the Impact of Digital Media Art Color Expression Techniques on Cultural Tourism Brand Vision

作　　者：汪睿 Wang Rui(Jilin University of Arts)

机构地区：[1]吉林艺术学院

出　　处：《色彩》2024年第12期16-18,共3页Color

摘　　要：数字媒体艺术的发展为色彩表现手法的创新应用开辟了新天地,同时为文旅品牌视觉设计带来机遇与挑战。本文探讨数字媒体艺术色彩表现手法对文旅品牌视觉设计的影响。首先,阐述了色彩表现手法的理论基础,包括色彩心理学、美学和符号学理论。其次,分析了数字媒体艺术色彩表现手法的创新应用,从色彩与品牌定位的关系、色彩情感在品牌识别中的作用以及色彩创新在品牌个性塑造中的策略三方面,阐述了色彩表现手法在文旅品牌视觉设计中的运用机制。再次,探讨了数字媒体艺术色彩表现手法在文旅品牌视觉设计中的具体应用。最后,通过案例分析,比较了不同文旅品牌视觉设计的色彩应用,并解读了成功范例,为文旅品牌视觉设计的创新提供启示。The development of digital media art has opened up new horizons for the innovative application of color expression techniques,while also bringing opportunities and challenges to the visual design of cultural tourism brands.This paper explores the impact of digital media art color expression techniques on the visual design of cultural tourism brands.First,the theoretical basis of color expression techniques is explained,including color psychology,aesthetics and semiotics theory.Secondly,the innovative application of digital media art color expression techniques is analyzed,and the application mechanism of color expression techniques in the visual design of cultural tourism brands is explained from three aspects:the relationship between color and brand positioning,the role of color emotion in brand identification,and the strategy of color innovation in brand personality shaping.Thirdly,the specific application of digital media art color expression techniques in the visual design of cultural tourism brands is discussed.Finally,through case analysis,the color application of different cultural tourism brand visual designs is compared,and successful examples are interpreted to provide inspiration for the innovation of cultural tourism brand visual design.

关 键 词：数字媒体艺术 色彩表现手法 文旅品牌 视觉设计 创新应用 

分 类 号：G63[文化科学—教育学]