| 冯一,李敬师,王丽梅.品牌设计下的表情符号IP化应用研究[J].包装工程,2021,42(24):266-271. |
| 品牌设计下的表情符号IP化应用研究 |
| IP Application of Emoji under Brand Design |
| 投稿时间：2021-10-20 |
| DOI：10.19554/j.cnki.1001-3563.2021.24.032 |
| 中文关键词: 品牌设计 表情符号IP化 品牌逻辑 赋能 应用趋势 新范式 |
| 英文关键词: brand design IP-based emoji brand logic empowerment application trend new paradigm |
| 基金项目:四川省西华大学2021年西华杯大学生创新创业项目“绵竹木版年画武门神形象数字化产品设计研究”(2021042) |
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| 中文摘要: |
| 目的 总结品牌设计下表情符号IP化的特征及其发展趋势，探究表情符号IP化的应用能力与价值，为未来表情符号IP化形象产品多角度开发提供设计范式。方法 分析整理了目前市场上具有较高知名度且发展前景可观的3个表情符号IP化角色形象，归纳出高价值表情符号IP化角色形象所包含的两大品牌逻辑和角色设定、品牌发展与产品所需的关键要素。结果 在此基础上，总结出表情符号IP化为产品赋能的一系列措施，并提出了表情符号IP化的品牌设计发展趋势与品牌设计“新范式”。结论 高价值的表情符号IP化角色具有人格化形象，能在一定程度上满足用户的情感体验，产生价值认同。除此之外，在“Z时代”背景下，品牌设计下的表情符号IP化产品的深度转型在未来具有非常重要的现实意义。 |
| 英文摘要: |
| This paper aims to summarize the characteristics and development trend of emoji IP-based under brand design, explore the application capabilities and value of emoji IP-based, and provide a design paradigm for the multi-angle development of emoji IP-based image products in the future. The three IP-based emoji character images with high popularity and promising development prospects in the current market were analyzed and sorted out. The IP character image of high-value emoticons contains two brand logic and key elements required by character setting, brand development and products were summarized. Based on this, a series of measures for emoji IP-based product empowerment were summarized, and the brand design development trend and brand design “new paradigm” of emoji IP-based were proposed. IP-based emoticons with high value have a personal image, which can satisfy users' emotional experience to a certain extent and generate value recognition. In addition, in the context of the “Zera”, the deep transformation of emoji IP-based products under brand design has very important practical significance in the future. |
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