第1章 緒論 ·····························································.1
1.1 研究背景 ································································.2
1.1.1 響應(yīng)國家發(fā)展戰(zhàn)略 ············································.2
1.1.2 消費需求的變化 ···············································.3
1.1.3 企業(yè)可持續(xù)發(fā)展的需要 ······································.4
1.2 研究意義 ································································.4
1.2.1 提升品牌認知 ··················································.4
1.2.2 明確可持續(xù)發(fā)展方向 ·········································.5
1.2.3 拓展全球市場 ··················································.5
1.3 研究思路 ································································.5
1.3.1 確立品牌形象 ··················································.5
1.3.2 提升品牌形象 ··················································.6
1.3.3 品牌建設(shè)的機遇和挑戰(zhàn) ······································.6
1.4 本書的結(jié)構(gòu) ·····························································.7
第2章 視覺傳達與品牌構(gòu)建的理論基礎(chǔ)··························.9
2.1 視覺傳達的相關(guān)理論 ···············································.10
2.1.1 視覺傳達、視覺語言與視覺形象 ························.10
2.1.2 視覺傳達設(shè)計在品牌構(gòu)建中的作用 ······················.13
2.1.3 視覺符號完成品牌信息傳遞 ······························.14
2.1.4 品牌價值的視覺傳達策略 ·································.15
2.2 品牌構(gòu)建的相關(guān)理論 ···············································.18
2.2.1 品牌的定義和內(nèi)涵 ··········································.19
2.2.2 品牌的基本要素 ·············································.19
2.2.3 品牌與產(chǎn)品、企業(yè)的關(guān)系 ·································.26
2.2.4 品牌價值評估 ················································.27
2.2.5 品牌的生命周期 ·············································.29
2.2.6 品牌視覺識別系統(tǒng) ··········································.30
2.2.7 品牌傳播 ······················································.31
2.3 品牌營銷的相關(guān)理論 ···············································.36
2.3.1 營銷的基本概念 ·············································.36
2.3.2 營銷策略 ······················································.36
2.3.3 整合營銷傳播 ················································.37
2.3.4 營銷與品牌構(gòu)建的互動 ····································.37
2.4 產(chǎn)品設(shè)計的相關(guān)理論 ···············································.41
2.4.1 產(chǎn)品設(shè)計溯源 ················································.41
2.4.2 產(chǎn)品設(shè)計的內(nèi)涵 ·············································.41
2.4.3 產(chǎn)品設(shè)計的原則 ·············································.41
2.4.4 產(chǎn)品設(shè)計的多維解析 ·······································.42
2.4.5 產(chǎn)品設(shè)計理論的核心應(yīng)用 ·································.43
2.4.6 產(chǎn)品設(shè)計的發(fā)展趨勢 ·······································.46
2.5 消費者行為的相關(guān)理論 ············································.47
2.5.1 消費者行為的主要理論模型 ······························.47
2.5.2 消費者行為的影響因素 ····································.48
2.5.3 消費者行為理論的應(yīng)用策略 ······························.50
2.5.4 消費者行為理論研究的趨勢 ······························.51
第3章 品牌視覺識別系統(tǒng)構(gòu)建 ···································.53
3.1 品牌視覺識別系統(tǒng)的作用 ·········································.54
3.1.1 增強品牌辨識度 ·············································.54
3.1.2 傳遞品牌價值 ················································.54
3.1.3 提升品牌信任度 ·············································.54
3.1.4 促進品牌傳播 ················································.55
3.1.5 提升品牌資產(chǎn)價值 ··········································.55
3.2 品牌視覺識別基礎(chǔ)系統(tǒng)的構(gòu)建 ····································.56
3.2.1 品牌標(biāo)志 ······················································.56
3.2.2 品牌標(biāo)準(zhǔn)字體 ················································.61
3.2.3 品牌色彩系統(tǒng) ················································.63
3.2.4 品牌輔助圖形 ················································.65
3.2.5 基本要素組合規(guī)范 ··········································.66
3.3 品牌視覺識別應(yīng)用系統(tǒng)的構(gòu)建····································.68
3.3.1 宣傳系統(tǒng) ······················································.68
3.3.2 產(chǎn)品系統(tǒng) ······················································.69
3.3.3 辦公系統(tǒng) ······················································.70
3.3.4 環(huán)境設(shè)計 ······················································.71
3.3.5 吉祥物設(shè)計 ···················································.72
3.4 品牌視覺識別系統(tǒng)設(shè)計的原則····································.73
3.4.1 突出文化特色 ················································.73
3.4.2 彰顯時代發(fā)展 ················································.74
3.4.3 構(gòu)建情感觸點 ················································.75
3.4.4 提升藝術(shù)品位 ················································.76
第4章 品牌的塑造：農(nóng)產(chǎn)品品牌視覺形象設(shè)計 ···············.77
4.1 農(nóng)產(chǎn)品品牌建設(shè)的意義 ············································.78
4.2 農(nóng)產(chǎn)品評估 ···························································.79
4.2.1 農(nóng)產(chǎn)品的品質(zhì)評估 ··········································.79
4.2.2 農(nóng)產(chǎn)品的特色評估 ··········································.79
4.2.3 農(nóng)產(chǎn)品的產(chǎn)地評估 ··········································.79
4.3 農(nóng)產(chǎn)品的品牌定位 ··················································.80
4.3.1 目標(biāo)定位 ······················································.80
4.3.2 核心價值提煉 ················································.80
4.3.3 市場調(diào)研 ······················································.81
4.3.4 市場層級定位 ················································.82
4.3.5 農(nóng)產(chǎn)品的功能定位 ··········································.82
4.4 農(nóng)產(chǎn)品的品牌標(biāo)志 ··················································.83
4.4.1 品牌命名的方法 ·············································.84
4.4.2 品牌標(biāo)志的設(shè)計 ·············································.87
4.5 農(nóng)產(chǎn)品的品牌文化 ··················································.90
4.5.1 提煉文化精髓 ················································.91
4.5.2 講述品牌故事 ················································.93
4.6 農(nóng)產(chǎn)品包裝設(shè)計策略 ···············································.96
4.6.1 農(nóng)產(chǎn)品包裝設(shè)計的現(xiàn)狀 ····································.96
4.6.2 農(nóng)產(chǎn)品包裝的功能性 ·······································.98
4.6.3 農(nóng)產(chǎn)品包裝的時代性 ······································.106
4.6.4 農(nóng)產(chǎn)品包裝的文化性 ······································.109
4.6.5 農(nóng)產(chǎn)品包裝的情感化 ······································.116
4.6.6 農(nóng)產(chǎn)品包裝的藝術(shù)性 ······································.120
4.7 農(nóng)產(chǎn)品的品牌營銷 ·················································.124
4.7.1 農(nóng)產(chǎn)品市場分析 ············································.125
4.7.2 農(nóng)產(chǎn)品營銷策略 ············································.128
4.8 我國農(nóng)業(yè)品牌發(fā)展的趨勢 ········································.131
4.8.1 國家政策與消費雙輪驅(qū)動 ································.132
4.8.2 數(shù)字技術(shù)與品牌深度融合 ································.133
4.8.3 品牌多元化與個性化協(xié)同發(fā)展 ··························.134
4.8.4 品牌國際化參與全球競爭 ································.136
第5章 品牌的延伸：文創(chuàng)產(chǎn)品設(shè)計 ····························.139
5.1 文創(chuàng)產(chǎn)品設(shè)計的戰(zhàn)略意義 ········································.140
5.1.1 構(gòu)建全球化語境下的文化主權(quán) ··························.140
5.1.2 推動國家戰(zhàn)略的實施落地 ································.141
5.1.3 升級品牌競爭維度的范式 ································.141
5.1.4 觸發(fā)經(jīng)濟與文化的共生 ···································.143
5.2 文創(chuàng)產(chǎn)品推動品牌發(fā)展的路徑 ···································.144
5.2.1 通過視覺元素強化品牌識別 ·····························.144
5.2.2 通過文化挖掘強化品牌調(diào)性 ·····························.151
5.2.3 通過創(chuàng)新設(shè)計提升品牌品質(zhì) ·····························.157
5.3 文創(chuàng)產(chǎn)品設(shè)計的流程 ··············································.164
5.3.1 市場調(diào)研與分析 ············································.164
5.3.2 文化挖掘與創(chuàng)意構(gòu)思 ······································.166
5.3.3 設(shè)計草圖與效果圖表現(xiàn) ···································.169
5.3.4 測試與評估 ··················································.174
5.3.5 產(chǎn)品市場推廣 ···············································.175
5.4 文創(chuàng)產(chǎn)業(yè)發(fā)展的趨勢 ··············································.176
5.4.1 技術(shù)進步引發(fā)文化感知變革 ·····························.176
5.4.2 地域文化的全球化傳播 ···································.177
5.4.3 跨界融合的拓展深化 ······································.177
5.4.4 個性化定制需求增多 ······································.179
5.5 文創(chuàng)產(chǎn)業(yè)發(fā)展的挑戰(zhàn)與對策······································.179
5.5.1 文化轉(zhuǎn)譯面臨平衡難題 ···································.179
5.5.2 技術(shù)應(yīng)用面臨倫理邊界難題 ·····························.180
5.5.3 全球化面臨的文化沖突難題 ·····························.181
第6章 品牌視覺構(gòu)建展望 ········································.183
6.1 品牌視覺構(gòu)建的發(fā)展趨勢 ········································.184
6.1.1 數(shù)字化與智能化 ············································.184
6.1.2 個性化定制 ··················································.185
6.1.3 可持續(xù)設(shè)計 ··················································.185
6.1.4 跨文化設(shè)計 ··················································.186
6.2 品牌視覺構(gòu)建面臨的挑戰(zhàn) ········································.187
6.2.1 技術(shù)快速迭代 ···············································.187
6.2.2 消費者審美多元化 ·········································.188
6.2.3 同質(zhì)化競爭 ··················································.188
6.3 品牌視覺構(gòu)建的應(yīng)對策略 ········································.189
6.3.1 技術(shù)快速迭代的破局路徑 ································.189
6.3.2 審美多元化的平衡法則 ···································.190
6.3.3 同質(zhì)化競爭的突圍策略 ···································.191
6.4 總結(jié) ···································································.192
參考文獻 ·····························································.194