目的 探索并构建一个有效的城市品牌形象设计模型,以增强城市品牌形象设计的科学性和客观性,帮助提升城市品牌的认知度和吸引力。方法 研究采用了ZMET（隐喻抽取技术）、AHP（层次分析法）和TOPSIS（优劣解距离法）相结合的方法。以澳门为例,通过ZMET技术捕捉受众对澳门城市品牌形象的多维度感知与认知描述,构建了受众共识地图,并提取了核心感知元素。在此基础上,从视觉设计、功能设计、特色设计、审美体验4个维度构建了澳门城市品牌形象设计要素层次模型,进而利用AHP方法对设计要素进行权重分析,确定各元素的重要性。最后,运用TOPSIS方法对城市品牌形象设计方案进行评价和优选。结论 澳门城市品牌形象设计应着重挖掘城市的地域特色设计与视觉设计等要素,通过科学的方法将受众感知转化为可量化的设计依据。该方法为城市品牌形象设计提供了新的思路和实践路径,同时使决策中的设计方案更加科学合理。
Abstract
The work aims to explore and construct an effective model for city brand image design, in order to enhance the scientific and objective nature of city brand image design and help improve the awareness and attractiveness of city brands. The ZMET, AHP, and TOPSIS were combined as the research method. With Macau as an example, ZMET was used to capture the audience's multidimensional perception and cognitive description of Macau's city brand image, construct an audience consensus map, and extract core perception elements. On this basis, a hierarchical model of the design elements of Macau's city brand image was constructed from four dimensions of visual design, functional design, distinctive design, and aesthetic experience. Then, the AHP method was used to analyze the weight of the design elements and determine their importance. Finally, the TOPSIS method was employed to evaluate and optimize the city brand image design scheme. The design of Macau's city brand image should focus on exploring the regional characteristics and emotional aesthetic experience elements of the city, and transform audience perception into quantifiable design basis through scientific methods. This method provides new ideas and practical paths for city brand image design, while making the design schemes in decision-making more scientific and reasonable.
关键词
城市品牌形象 /
品牌标识 /
ZMET /
AHP /
TOPSIS
Key words
city brand image /
brand logo /
ZMET /
AHP /
TOPSIS
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基金
广东省哲学社会科学规划2023年度学科共建项目（GD23XYS082）; 2023年度广东省本科高校教学质量与改革工程建设项目（291）
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