基于品牌形象的产品色彩研究-设计艺术学专业论文.docxVIP

上海交通大学硕士学位论文基于品牌形象的产品色彩研究——以饮料行业为例 上海交通大学硕士学位论文 基于品牌形象的产品色彩研究——以饮料行业为例 THE RESEARCH OF PRODUCT COLOR BASED ON BRAND IMAGE ——USING THE BEVERAGE INDUSTRY AS AN EXAMPLE ABSTRACT Brand era of global competition has arrived. With Chinas accession to WTO, a large number of foreign brands into China market, originally on the relatively weak competitiveness of domestic brands have a tremendous impact. In recent years, beverage market, foreign brands battle intensified, domestic brands have to smoke in this war without an edge, we must enhance their brand image, change the consumers brand preference. As for the brand image of the theoretical research, although the economics, management, marketing skills within the disciplines are conducted in-depth macroeconomic research, but less involved in the actual brand of micro-research, in particular how the macro-theoretical study micro-operation with the actual combination of the brand, more science for the actual image of the brand products and services. Vision is the ability to accept outside information strongest feeling. And rely on visual perception, 80% is based on color to make judgments. In the brand image recognition process, the color of their unique visual expression and cultural semantics, in the design plays an important role. How to use color to this carrier to enable enterprises to demonstrate differences in a short time, for the development of enterprises is very important! This is an opportunity to study the use of the above two points, select the beverage products of this type of research platform, to color for the study, from the color vision, color, color and color design of Lenovos paper analyzes the visual image of the beverage industrys brand color designed for the beverage industry in brand image development, provide a powerful reference. Research through the literature search, market practice and case study analysis, consumer survey three methods on the current Chinas beverage market in the consumer, brand