第1章 緒論 ·····························································.1
1.1 研究背景 ································································.2
1.1.1 響應(yīng)國(guó)家發(fā)展戰(zhàn)略 ············································.2
1.1.2 消費(fèi)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(rèn)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(chǎng) ··················································.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(jī)遇和挑戰(zhàn) ······································.6
1.4 本書的結(jié)構(gòu) ·····························································.7
第2章 視覺(jué)傳達(dá)與品牌構(gòu)建的理論基礎(chǔ)··························.9
2.1 視覺(jué)傳達(dá)的相關(guān)理論 ···············································.10
2.1.1 視覺(jué)傳達(dá)、視覺(jué)語(yǔ)言與視覺(jué)形象 ························.10
2.1.2 視覺(jué)傳達(dá)設(shè)計(jì)在品牌構(gòu)建中的作用 ······················.13
2.1.3 視覺(jué)符號(hào)完成品牌信息傳遞 ······························.14
2.1.4 品牌價(jià)值的視覺(jué)傳達(dá)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(jià)值評(píng)估 ················································.27
2.2.5 品牌的生命周期 ·············································.29
2.2.6 品牌視覺(jué)識(shí)別系統(tǒng) ··········································.30
2.2.7 品牌傳播 ······················································.31
2.3 品牌營(yíng)銷的相關(guān)理論 ···············································.36
2.3.1 營(yíng)銷的基本概念 ·············································.36
2.3.2 營(yíng)銷策略 ······················································.36
2.3.3 整合營(yíng)銷傳播 ················································.37
2.3.4 營(yíng)銷與品牌構(gòu)建的互動(dòng) ····································.37
2.4 產(chǎn)品設(shè)計(jì)的相關(guān)理論 ···············································.41
2.4.1 產(chǎn)品設(shè)計(jì)溯源 ················································.41
2.4.2 產(chǎn)品設(shè)計(jì)的內(nèi)涵 ·············································.41
2.4.3 產(chǎn)品設(shè)計(jì)的原則 ·············································.41
2.4.4 產(chǎn)品設(shè)計(jì)的多維解析 ·······································.42
2.4.5 產(chǎn)品設(shè)計(jì)理論的核心應(yīng)用 ·································.43
2.4.6 產(chǎn)品設(shè)計(jì)的發(fā)展趨勢(shì) ·······································.46
2.5 消費(fèi)者行為的相關(guān)理論 ············································.47
2.5.1 消費(fèi)者行為的主要理論模型 ······························.47
2.5.2 消費(fèi)者行為的影響因素 ····································.48
2.5.3 消費(fèi)者行為理論的應(yīng)用策略 ······························.50
2.5.4 消費(fèi)者行為理論研究的趨勢(shì) ······························.51
第3章 品牌視覺(jué)識(shí)別系統(tǒng)構(gòu)建 ···································.53
3.1 品牌視覺(jué)識(shí)別系統(tǒng)的作用 ·········································.54
3.1.1 增強(qiáng)品牌辨識(shí)度 ·············································.54
3.1.2 傳遞品牌價(jià)值 ················································.54
3.1.3 提升品牌信任度 ·············································.54
3.1.4 促進(jìn)品牌傳播 ················································.55
3.1.5 提升品牌資產(chǎn)價(jià)值 ··········································.55
3.2 品牌視覺(jué)識(shí)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(jué)識(shí)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(jì) ······················································.71
3.3.5 吉祥物設(shè)計(jì) ···················································.72
3.4 品牌視覺(jué)識(shí)別系統(tǒng)設(shè)計(jì)的原則····································.73
3.4.1 突出文化特色 ················································.73
3.4.2 彰顯時(shí)代發(fā)展 ················································.74
3.4.3 構(gòu)建情感觸點(diǎn) ················································.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(jué)形象設(shè)計(jì) ···············.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(píng)估 ···························································.79
4.2.1 農(nóng)產(chǎn)品的品質(zhì)評(píng)估 ··········································.79
4.2.2 農(nóng)產(chǎn)品的特色評(píng)估 ··········································.79
4.2.3 農(nóng)產(chǎn)品的產(chǎn)地評(píng)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(jià)值提煉 ················································.80
4.3.3 市場(chǎng)調(diào)研 ······················································.81
4.3.4 市場(chǎng)層級(jí)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(jì) ·············································.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(jì)策略 ···············································.96
4.6.1 農(nóng)產(chǎn)品包裝設(shè)計(jì)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(shí)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(yíng)銷 ·················································.124
4.7.1 農(nóng)產(chǎn)品市場(chǎng)分析 ············································.125
4.7.2 農(nóng)產(chǎn)品營(yíng)銷策略 ············································.128
4.8 我國(guó)農(nóng)業(yè)品牌發(fā)展的趨勢(shì) ········································.131
4.8.1 國(guó)家政策與消費(fèi)雙輪驅(qū)動(dòng) ································.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(gè)性化協(xié)同發(fā)展 ··························.134
4.8.4 品牌國(guó)際化參與全球競(jìng)爭(zhēng) ································.136
第5章 品牌的延伸：文創(chuàng)產(chǎn)品設(shè)計(jì) ····························.139
5.1 文創(chuàng)產(chǎn)品設(shè)計(jì)的戰(zhàn)略意義 ········································.140
5.1.1 構(gòu)建全球化語(yǔ)境下的文化主權(quán) ··························.140
5.1.2 推動(dòng)國(guó)家戰(zhàn)略的實(shí)施落地 ································.141
5.1.3 升級(jí)品牌競(jìng)爭(zhēng)維度的范式 ································.141
5.1.4 觸發(fā)經(jīng)濟(jì)與文化的共生 ···································.143
5.2 文創(chuàng)產(chǎn)品推動(dòng)品牌發(fā)展的路徑 ···································.144
5.2.1 通過(guò)視覺(jué)元素強(qiáng)化品牌識(shí)別 ·····························.144
5.2.2 通過(guò)文化挖掘強(qiáng)化品牌調(diào)性 ·····························.151
5.2.3 通過(guò)創(chuàng)新設(shè)計(jì)提升品牌品質(zhì) ·····························.157
5.3 文創(chuàng)產(chǎn)品設(shè)計(jì)的流程 ··············································.164
5.3.1 市場(chǎng)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(jì)草圖與效果圖表現(xiàn) ···································.169
5.3.4 測(cè)試與評(píng)估 ··················································.174
5.3.5 產(chǎn)品市場(chǎng)推廣 ···············································.175
5.4 文創(chuàng)產(chǎn)業(yè)發(fā)展的趨勢(shì) ··············································.176
5.4.1 技術(shù)進(jìn)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(gè)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(duì)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(jué)構(gòu)建展望 ········································.183
6.1 品牌視覺(jué)構(gòu)建的發(fā)展趨勢(shì) ········································.184
6.1.1 數(shù)字化與智能化 ············································.184
6.1.2 個(gè)性化定制 ··················································.185
6.1.3 可持續(xù)設(shè)計(jì) ··················································.185
6.1.4 跨文化設(shè)計(jì) ··················································.186
6.2 品牌視覺(jué)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(fèi)者審美多元化 ·········································.188
6.2.3 同質(zhì)化競(jìng)爭(zhēng) ··················································.188
6.3 品牌視覺(jué)構(gòu)建的應(yīng)對(duì)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(jìng)爭(zhēng)的突圍策略 ···································.191
6.4 總結(jié) ···································································.192
參考文獻(xiàn) ·····························································.194