目的 针对朱仙镇木版年画在创新发展过程中缺失品牌视觉形象的问题,提出了一种基于用户偏好的朱仙镇木版年画品牌形象设计方法。方法 首先,基于卡诺模型获取用户感知偏好数据,确定目标用户群体并对其心理特征进行分析,提出指导性设计策略,明确设计定位。其次,分析朱仙镇木版年画的文化内涵,梳理代表性视觉元素,结合问卷调研及用户访谈获取的数据进行设计要素的优选,从图形、色彩、构图及工艺特点等角度提炼得出品牌形象设计元素。最后,灵活运用各种现代化设计手法,基于前期分析及提炼结果展开基础与应用系统的设计,创作具有独特标识性及文化内涵的朱仙镇木版年画品牌形象。结果 对设计结果进行调研评价,此次设计基本达到了目标要求,证明了所提方法的可行性。结论 所提出的设计研究思路与方法具有一定的可借鉴性,能为其他传统民间美术的视觉形象设计提供一定的灵感启发。
Abstract
The work aims to propose a brand image design method of Zhuxianzhen woodblock prints based on user preference do deal with the lack of brand visual images of Zhuxianzhen woodblock prints in the process of innovation and development. Firstly, based on the Kano model, the data of user's perceived preference were obtained, the target user group was determined and their psychological characteristics were analyzed to put forward a guiding design strategy, and clarify the design positioning. Second, the cultural connotation of Zhuxianzhen woodblock prints was analyzed. Representative visual elements were sorted out. The data obtained from the questionnaire survey and user interviews were combined to select the design elements, and refine the brand image design elements from the perspectives of graphic, colour, composition and craft characteristics. Finally, the brand image of Zhuxianzhen woodblock prints with unique identity and cultural connotation was created by flexibly applying various modern design techniques and launching the design of the basic and application systems based on the results of the preliminary analysis and refinement. The results of the research and evaluation of the design results show that the design basically met the target requirements and proved the feasibility of the proposed method. The proposed design research ideas and methods have certain references and can provide some inspiration for the visual image design of other traditional folk arts.
关键词
朱仙镇木版年画 /
品牌形象设计 /
传统文化 /
卡诺模型 /
用户偏好
Key words
Zhuxianzhen woodblock prints /
brand image design /
traditional culture /
Kano model /
user preference
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基金
2024年度教育部人文社会科学研究一般项目（24YJA760016）
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