无印——无印良品的视觉传达策略研讨.pdfVIP

南京艺术学院 硕士学位论文 无印——无印良品的视觉传达策略研究 姓名：胡逸卿 申请学位级别：硕士 专业：平面设计 指导教师：曹方 无印——无印良品的视觉传达策略研究 中文摘要 “无印良品”作为一个来自日本的拥有5000余种商品的“品牌”，其实并非 是一种品牌的含义，而是一种生活方式和生活态度的体现。其主要特点就是没有 商标，强调“无品牌”；表现形式更是采用单调色彩，商品材质则选用原生态的 材料，包装简约。“无印良品”的理念是删繁就简、去除浮华、直逼本质，突显 当今“以人为本”的设计理念。 无印良品的特色，具有成为绿色设计的典型意义。本文通过研究剖析无印良 品的品牌理念，提出对一个企业以及设计师来说，具有的重要意义即表明无印良 品在秉承极简主义的美学风格的同时，使品牌延伸获得成功的秘诀。无印良品以 “无”为原则，是真正的适度设计，利于可持续发展的现代设计理念。 关键词：无印良品 简约设计 视觉传达策略 I “No Logo ”—— Research of the strategy of MUJI Visual Communication Abstract “MUJI” as one who has had over 5000 kinds of commodity brands from Japan,other than just a brand, it is not only a way of life but also a manner towards life. Along with its characteristic style, it emphasizes on“No Logo”; on the other hand, it uses commonly simple color and raw material as its goods selected which usually comes with its basic packing. The whole idea is about simplification, elimination, expressing of essence and humanism. Such distinguishing feature has made it to become the model of the Green Design.The study of its initiative is rather vitally significant to an enterprise as well as the designer himself. “MUJI”,which use nil as the principle, is really an appropriate design, conducive to the sustainable development of the concept of modern design. Key words: MUJISimpleDesign II 南京艺术学院研究生学位论文独创性声明和使用授 权书 独 创 性 声 明 本人声明所呈交的学