基于品牌联想的治愈系书店品牌形象设计研究  

Research on Brand Identity Design of Healing Bookstores Based on Brand Association

作　　者：杨晨珍 王瑾 

机构地区：[1]北京林业大学艺术设计学院

出　　处：《包装与设计》2025年第1期134-135,共2页Package & Design

摘　　要：如今,市场竞争日益激烈,建立品牌专属的联想语义库和构筑丰满独特的品牌形象愈加重要。本文从品牌联想的角度出发,阐述书店品牌设计应关注的焦点,即丰富的联想内容、独特的联想要素、完整充沛的联想来源。然后,以原创书店品牌“壹晗”为例,提出基于品牌联想的治愈系书店品牌形象设计策略,旨在发挥书店品牌的独特性,打造治愈舒缓的文化场所,提升书店品牌的传播力。Nowadays,the competition in the market is getting more and more intense,and it is getting more important to build up an exclusive semantic library of the brand's associations and construct a rich and unique brand identity.This article elaborates from the perspective of brand association,on the focus of the brand design of bookstore,i.e.,rich contents,unique elements,and complete and abundant sources.Then,taking the original bookstore brand“Aurora”as an example,it puts forward the strategy of brand identity design of healing bookstores based on brand association,aiming to give full play to the uniqueness of the bookstore brand,to create a healing and soothing cultural place,and to enhance the communication of the bookstore brand.

关 键 词：品牌设计 品牌联想 治愈系 书店品牌 

分 类 号：F42[经济管理—产业经济]