正月正中式快餐视觉设计探究.pdfVIP

Classified Index: University Code: 10075 U.D.C: NO: A Dissertation for the Degree of M. Arts Research of the ‘Chinese Year’ Visual Identity C a n d i d a t e ：Wang Xuqi Supervisor ：Associate Prof.Hou Zhigang Academic Degree Applied ：Professional Degree Speciality ：Master of Fine Arts University ：Hebei University Date of Oral Examination ：May,2014 摘 要 摘 要 现代都市人生活节奏不断加快，快餐已经成为人们出行就餐不可或缺的一种需要。 中式快餐的视觉设计需要跟上时代的潮流，满足年轻人的审美观念；又要传承中国的 传统民俗文化，让中式快餐彰显民族魅力。其中一个方法就是用时尚的元素演绎民俗， 让它变得更有生命力，能吸引更多年轻的目光，更完美的融入人们的物质文化生活中， 拥抱新时代。 正月正以打造中式快餐为主线，消费群体为时尚白领。品牌推广亮点：用时尚前 沿的视觉语言演绎民俗文化。形象以正月过年的“福贴”为元素，以怀旧的红绿色为 主基调，通过元素色块的排列与延展，设计出红绿相间、色彩跳跃的视觉效果，把喜 庆与时尚的氛围完美呈现，为中国民俗披上了时尚的外衣。 关键词：民俗 时尚 撞色 I Abstract Abstract The rhythm of modern people’s life has been more quickly than before, fast food has become an essential needs for people who travels out. The visual design of Chinese fast-food need to keep up with the trend of the times, to meet the aesthetic ideas of young people; and inheriting Chinese traditional folk culture, to make Chinese fast food to show the fascination of the nation. One way is to deduce folk with fashionable element and make it more vitality to catch young people’s eyes, to integrate into people’s material and cultural life more perfectly, to embrace the new era. Chinese fast food is the main line of “Chinese year” ,which is for white-collar fashion consumer groups. Brand promotion highlights: Interpretation