品牌视觉形象设计中色彩应用.pdf

硕士专业学位论文论文题目品牌视觉形象设计中的色彩应用研究生姓名张超指导教师姓名张大鲁专业名称艺术设计研究方向平面设计论文提交日期 2013年10月品牌视觉形象设计中的色彩应用中文提要 I 品牌视觉形象设计中的色彩应用中文提要歌德曾说:“颜色对于人的心灵有一种作用,它能够刺激感觉,唤起那些使人激动使人痛苦或使人快乐的情绪。”色彩是构成品牌标识的主要要素之一,具有非常善于描绘事物和引导视线在信息系统中穿行的基本特性。通过计划性的、战略性的、以感性诉求为特征的优良色彩的特性,具有改善形象的沟通及行销环境的能力,品牌形象设计中的色彩情感表现对品牌形象发挥着至关重要的效能。设计离不开色彩。设计师通过色彩表达其设计意念,色彩在品牌视觉形象设计中的应用有着不可取代的位置, 如应用巧妙,可以增加品牌的艺术感染力。本文通过研究生三年期间对品牌视觉形象设计中的色彩应用研究实践过程的分析与总结,深入了解色彩在品牌视觉形象设计的应用,并结合自身设计研究生期间的设计案例证实,一种色彩的适当表现能够很好的反映出一个品牌的视觉形象设计的灵魂。关键词:色彩视觉形象设计品牌文化作者:张超指导教师:张大鲁 The application of color in the brand image design Abstract II The application of color in the brand image design Abstract Gerd once said: "the color has a role in the human mind. Itcan stimulate the senses, and arouse the feeling of excitement, sufferingand happiness." Color is one of the main elements of the brand identity,which has a fundamentalcharacteristic to describe things and guide eyesight through the information system. The excellent color with characteristic of planning, strategy, and emotional appeal has the ability to improve image communication and marketing environment. The representation of the color emotion in brand image design plays a crucial roleinbrand image establishment. Design cannot do without color. The designers express their design conceptsthrough application of color in the brand image design is applied smartly, it can increase the brand's artistic appeal. Through three years of graduate study on theanalysis and conclusion of color application research practice of brand visual image design, in-depth understanding of the brand visual image design, combined withthe essful design cases, the appropriate performance of a color is a good reflection on the soul ofbrand visualimage design. Keywords:Color,Visual imageDesign,Brand image Written by:Zhang Chao Supervised by:Zhang Dalu 目录引言.............................................................................