在地性视角下农产品品牌形象设计研究——以“村小乐”为例  

BRAND IMAGE DESIGN OF AGRICULTURAL PRODUCTS FROM THE PERSPECTIVE OF TERRAIN:A CASE STUDY OF"CUN XIAOLE"

作　　者：周卓雅 朱旭光 李天劼 ZHOU ZHUOYA;ZHU XUGUANG;LI TIANJIE

机构地区：[1]浙江理工大学艺术与设计学院

出　　处：《设计》2025年第2期129-133,共5页Design

基　　金：2023年度国家社科基金艺术学项目“融合设计思维促进乡村价值链重构提升研究”(立项号:23BG145)。

摘　　要：研究以台州市三门县的“村小乐”品牌设计为案例,通过探索“在地性”的内涵及其特征,为农产品品牌形象设计的在地性营造的发展提供可行性策略,提出了“以人为本”传递情感化内容,“因地制宜”强调在地性特征,最后,通过“产业延伸”提升品牌方价值的设计思路。针对“村小乐”品牌形象设计所面临的困境,挖掘台州市三门县的在地文化,结合现代设计手法,进行品牌标志改良和包装设计创新。使“村小乐”与当地文化、环境以及当地人的需求产生关联性,提升品牌竞争力,为乡村品牌建设提供参考。The study takes the brand design of"Cun Xiaole"in Sanmen County,Taizhou City as a case study.By exploring the connotation and characteristics of"locality",it provides feasible strategies for the development of local construction of agricultural product brand image design.It proposes the design concept of"people-oriented"to convey emotional content,"tailored to local conditions"to emphasize local characteristics,and finally,through"industrial extension"to enhance the value of the brand.In response to the challenges faced by the brand image design of"Cun Xiaole",we will explore the local culture of Sanmen County,Taizhou City,and combine modern design techniques to improve the brand logo and innovate packaging design.To establish a connection between"Cun Xiaole"and local culture,environment,and the needs of local people,enhance brand competitiveness,and provide reference for rural brand construction.

关 键 词：在地性 场所依恋 农产品 品牌形象设计 台州三门 

分 类 号：TB472[一般工业技术—工业设计]