网红“Lucky Style”品牌视觉形象设计.pdfVIP

摘要 摘 要 网络平台是网红诞生的场阈空间，通过在网络平台形成一定的个人影响力，吸引粉丝 关注并引发粉丝群体相应的互动，这种人群被称为 “网络红人”，简称 “网红”。在此背 景下，“网红”利用自己形象塑造个人品牌销售产品，在粉丝与网红“同感效应”作用下， 使得网红产品出现热卖现象，从而也形成网红品牌这一商业昵称。 基于网红品牌现象在网络平台中的迅猛发展，网红品牌设计也相应成为设计学研究的 一个新命题，本论文就是笔者创建的 “Lucky Style”网红服装品牌的设计实践研究。 论 文首先，分析互联网环境下产生的网红现象，并对网红品牌的概念及其设计要素进行了研 究，对国内热门网红品牌的视觉设计特性及现象进行了分析性研究；然后，对“LuckyStyle” 品牌做出详细的介绍，并通过市场调研，了解了粉丝群体对品牌建设的意见反馈；最后， 对 “Lucky Style”品牌视觉形象设计进行创意设计。 通过品牌视觉形象设计可以迅速把网红品牌核心价值传递给消费群体，有利于消费群 体加深印象，提高消费群体的认知和品牌的影响力。本论文就是为建立品牌认知度及传递 其品牌内涵，对 “Lucky Style”的品牌视觉形象设计进行了实践性研究。 关键词：网络红人，产品，视觉，形象设计 IV Abstract Abstract Internet platform is the domain where online celebrities, who utilize platforms to acc umulate influence, and to engage with fans and cause interactions between fan groups, ri se to prominence. Against this backdrop, online celebrities build personal brands to endor se and market products, which leads to the rise of a new economy based on online cele brities. Online celebrity brands are developing fast among internet platforms, with branding design for them becoming a new research subject. This thesis is a case study of the Luc ky Style brand clothing created by the author. First, the emergence of online celebrity p henomenon, as well as its conception, visual design and designing factors are analyzed. What’s more, a detailed introduction of the Lucky Style brand is presented. Fan reaction and response to this brand is then collected through market research; finally, creative vi sual design for the brand is carried out. Brand visual design can swiftly convey its core values to consumers, which is con ducive to raising consumer awareness and brand influence. This thesis is based on the pr actice of visual design of the Lucky Style brand which is aimed at b