视觉传达设计专业 手绘插画在文具礼品品牌形象设计中的运用探究.docxVIP

中文摘要 通过研究发现目前国内大多数文具礼品行业没有统一的品牌视觉元素，品牌形象设计认知度低，识别性差。这已不足以满足现今国民的需求，也不利于品牌建设的延续性。 在当今品牌竞争变得尤为激烈的大环境下，品牌形象识别系统日益被业界所重视。手绘插画以其亲切、朴实的感染力成为品牌形象设计中不可替代的表现形式之一，通过对品牌的正确定位绘制出适合于品牌的视觉符号，将个性的手绘插画运用在品牌形象设计中，表达品牌愿景的同时, 还能赋予产品情感,增添人文气息,更好的拉近品牌和消费者之间的距离。 基于此现状本研究将从手绘插画的概念入手，探究手绘插画在文具礼品品牌形象设计中的运用，分析其对品牌理念及内涵表现上所展示的独特优势。最后以“一尺间”文具礼品品牌形象设计为例，将带有品牌内涵的手绘插画在品牌形象设计中进行整体应用，最终完成文具礼品品牌的形象设计，以及论文的研究。 关键词：品牌形象设计 手绘插画 文具礼品 Abstract Through the research, it is found that most of the stationery and gift industries in China have no unified brand visual elements, and the brand image design recognition is low and the recognition is poor. This is not enough to meet the needs of todays people and is not conducive to the continuity of brand building. Under the environment of fierce brand competition, the brand image recognition system is paid more and more attention by the industry. Hand-drawn illustration to the appeal of its kind and honest to become one of the forms of irreplaceable in the design of brand image, through to the correct brand positioning map is suitable for the brand of visual symbols, the personality of hand-painted illustrations used in the design of brand image, to express the brand vision at the same time, also can give product emotion, humanities, better reduce the distance between brands and consumers. Based on this situation, this paper will start from the concept of hand-painted illustration, explore the application of hand-painted illustration in stationery and gift brand design, and analyze its unique advantages on the expression of brand concept and connotation. Finally, taking the brand image design of one foot room stationery and gift as an example, the hand-drawn illustration with brand connotation is applied in the brand image design as a whole, and the image design of stationery and gift brand is finally completed, as well as the research of the paper. Key words：brand image hand-painted illustration Stationery or gifts design 目 录 TOC \o 1-3 \h \u 第一章 诸论 1