目的 针对陕西丹凤区域经济集群化发展过程中的区域公共品牌建设需要,运用视觉基因解析的方式分析区域发展所需的品牌塑造条件并组织设计要素,提出设计策略模型为陕西丹凤构建区域公共品牌,通过品牌建设解决VI系统缺失与产业协同效果弱等问题。方法 首先通过文献研究、实地调查等手段,对陕西丹凤区域文化因子进行梳理并分析其内涵;其次借助文化基因对区域公共品牌进行形态因子、色彩因子、品类内容及语义因子进行归纳提取;再次依据“写景-状物-共情”的要素构建逻辑,从陕西丹凤的区域文化基因中筛选核心设计要素;最后结合该品牌形象进行实践以凸显其有效性。结果 结合陕西丹凤文化基因中“物象”“意象”设计要素,通过区域经济、文化结合品牌发展路径的方式,打造具有艺术性、长效性并代表区域文化的公共品牌并进行品牌与包装设计项目实践。结论 视觉基因视角下的区域公共品牌构建,发挥着市场、产业、城市融入视觉艺术的作用,形成以创新设计为主要输出载体的品牌传播策略,对于推动区域特色产业与陕西丹凤区域形象的知名度和市场竞争力具有重要意义。
Abstract
In response to the need for regional public brand building in the process of regional economic cluster development in Danfeng County, Shaanxi Province, the work aims to analyze the conditions required for brand shaping in regional development with the method of visual gene analysis and organize design elements to propose a design strategy model to build a regional public brand for Danfeng County, Shaanxi Province and solve problems such as absence of VI systems and weak industrial synergy effects through brand building. Firstly, through literature research and field investigation, the cultural factors of Danfeng County, Shaanxi Province were sorted out and analyzed for their connotations. Secondly, the cultural genes were used to summarize and extract the form factors, color factors, category content and semantic factors of the regional public brand. Then, based on the logical structure of "describing scenery - depicting objects - empathizing", the core design elements were selected from the regional cultural genes of Danfeng County. Finally, combined with the brand image, practical implementation was carried out to highlight its effectiveness. By combining the design elements of "object image" and "imagery" in the cultural genes of Danfeng County, Shaanxi Province, through the way of integrating regional economy, culture and brand development path, a public brand with artisticity and long-term effectiveness, representing regional culture was created and the brand and packaging design project was practiced. The construction of regional public brand from the perspective of visual genes plays a role in integrating the market, industry and city into visual art, forming a brand communication strategy with innovation design as the main output carrier, which is of great significance for promoting regional characteristic industries and the popularity and market competitiveness of the regional image of Danfeng County in Shaanxi Province.
关键词
视觉基因 /
区域公共品牌形象 /
包装设计 /
品牌设计
Key words
visual gene /
regional public brand image /
packaging design /
brand design
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基金
面向重大国家视觉形象设计“产教协同”的研究生创新人才培养平台建设（ZDGG202403）; 以弘扬“延安精神”为引领传承陕西红色文化基因创新设计研究（2024ZX04）
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