摘要
基于情感化视角开展文化创意衍生品的视觉设计与品牌形象构建,对于提升文化创意衍生品设计质量、增强文化创意衍生品品牌市场影响力、推进我国文化创意设计行业发展具有重要意义。本文从情感、行为、反思3个维度辨析了情感化文创设计的内涵,结合具体文化创意衍生品提出了多项视觉设计与品牌形象构建建议。在视觉设计优化层面,应做到重视年轻群体审美,引发受众情感共鸣;联系受众现实生活,展现产品情感价值;融入传统视觉符号,深化受众内心情感。在品牌形象构建层面,需结合品牌定位,优化色彩意象;活用数智思维,增强交互情感。
From an emotional perspective,conducting visual design and brand image construction for cultural and creative derivative products is of great significance for improving the design quality of such products,enhancing their market influence,and advancing the development of China's cultural and creative design industry.This paper analyzes the connotation of emotionally driven cultural and creative design from three dimensions-emotion,behavior,and reflection-and proposes multiple suggestions for visual design and brand image construction based on specific cultural and creative derivative products.At the level of visual design optimization,it is essential to prioritize the aesthetics of younger demographics to evoke emotional resonance among audiences,connect with their real-life experiences to highlight the emotional value of products,and integrate traditional visual symbols to deepen emotional engagement.For brand image construction,it is necessary to align with brand positioning to optimize color imagery and leverage digital and intelligent thinking to enhance interactive emotional experiences.
作者
梁若凡
LIANG Ruofan(Hefei Binhu Vocational&Technical College,Hefei 230601,China)
出处
《鞋类工艺与设计》
2025年第23期189-191,共3页
SHOES TECHNOLOGY AND DESIGN
关键词
情感化
文化创意衍生品
视觉设计
品牌形象
emotionalization
cultural and creative derivative products
visual design
brand image
