视觉传达设计中情感化表达的理论建构与实践探索  

Theoretical Construction and Practical Exploration of Emotional Expression in Visual Communication design

作　　者：白佳鑫 BAI Jiaxin(Weinan Normal University,Weinan 711700,China)

机构地区：[1]渭南师范学院,陕西渭南711700

出　　处：《鞋类工艺与设计》2025年第7期68-70,共3页SHOES TECHNOLOGY AND DESIGN

摘　　要：本文系统地探讨了视觉传达设计中情感化表达的理论建构与实践应用,着重分析了情感化表达在增强消费者与品牌之间情感共鸣,提升品牌忠诚度及优化市场竞争力方面的重要性。通过深入研究情感化表达的构成要素,包括符号层面的视觉符号与情感联想、交互层面的体验感知机制以及文化层面的社会文化语境影响,本文构建了一个多维度的理论框架。此外,还通过实际案例,如Sitko Pizza和“小茶日记”的品牌形象设计,展示了情感化表达在实际视觉传达设计中的应用效果及其对品牌影响力的显著提升。This paper systematically discusses the theoretical construction and practical application of emotional expression in visual communication design,and focuses on the importance of emotional expression in enhancing emotional resonance between consumers and brands,enhancing brand loyalty and optimizing market competitiveness.This paper constructs a multi-dimensional theoretical framework through deep study of the components of emotional expression,including the symbolic level,the experiential perception mechanism at the interaction level,and the social-cultural context,at the cultural level.In addition,through practical cases,such as Sitko Pizza and the brand image design of“Little Tea Diary”,it also shows the application effect of emotional expression in the actual visual communication design and its significant improvement on the brand influence.

关 键 词：视觉传达设计 情感化表达 品牌忠诚度 消费者共鸣 

分 类 号：J524.3[艺术—艺术设计]