视觉传达与品牌构建： 从理论到实践

定　　价：88 元

• 作者：刘雨眠
• 出版时间：2025/11/1
• ISBN：9787121515606
• 出 版 社：电子工业出版社

• 中图法分类：J524.4 
• 页码：208
• 版次：01
• 开本：16开

内容简介

本书秉持艺术设计实践与商业品牌理论研究深度融合的理念，立足于我国品牌强国战略、乡村振兴战略和文化产业发展战略的高度，在充分把握消费市场需求变化和企业可持续发展需求的基础上，系统梳理了视觉传达设计在品牌建设中的应用实践途径。全书共6 章，遵循理论联系实践的写作思路，结合具体设计案例，以图文并茂的形式深入剖析视觉传达与品牌构建的关系、品牌设计策略及未来发展趋势。第1章系统阐述本书的写作思路和写作结构； 第2 章重点对视觉传达与品牌构建的相关理论进行了细致梳理， 并揭示了二者之间的内在联系； 第3 ~ 5 章以品牌设计实践为立足点，分别从品牌视觉识别系统构建、农产品品牌视觉形象设计和文创产品设计等角度诠释了品牌递进式构建的方法；第6 章针对品牌视觉构建的未来趋势与挑战进行了展望和分析， 为品牌的视觉打造提供了清晰的方向指引。本书适合视觉设计专业从业人员、高校师生及对品牌视觉构建方向感兴趣的企业管理者、市场营销人员和文化工作者等阅读。

作者介绍

刘雨眠，大连外国语大学国际艺术学院院长、副教授、硕士生导师，“品牌与文创工作室”主持导师。教育部全国专业学位水平评估监测专家，辽宁省一流本科课程《包装设计应用》负责人。兼任中国包装联合会设计委员会全国委员、大连平面设计协会理事、大连市政协委员。“中国设计40年设计事业突出贡献奖”获得者，出版专著和教材7部，在国内外权威期刊发表学术研究论文和设计作品10余篇（幅），主持教育部语言交流合作中心的对外文化传播交流项目4项，省部级科研课题1项。

目 录

第1章 绪论 ·····························································.1
1.1 研究背景 ································································.2
1.1.1 响应国家发展战略 ············································.2
1.1.2 消费需求的变化 ···············································.3
1.1.3 企业可持续发展的需要 ······································.4
1.2 研究意义 ································································.4
1.2.1 提升品牌认知 ··················································.4
1.2.2 明确可持续发展方向 ·········································.5
1.2.3 拓展全球市场 ··················································.5
1.3 研究思路 ································································.5
1.3.1 确立品牌形象 ··················································.5
1.3.2 提升品牌形象 ··················································.6
1.3.3 品牌建设的机遇和挑战 ······································.6
1.4 本书的结构 ·····························································.7
第2章 视觉传达与品牌构建的理论基础··························.9
2.1 视觉传达的相关理论 ···············································.10
2.1.1 视觉传达、视觉语言与视觉形象 ························.10
2.1.2 视觉传达设计在品牌构建中的作用 ······················.13
2.1.3 视觉符号完成品牌信息传递 ······························.14
2.1.4 品牌价值的视觉传达策略 ·································.15
2.2 品牌构建的相关理论 ···············································.18
2.2.1 品牌的定义和内涵 ··········································.19
2.2.2 品牌的基本要素 ·············································.19
2.2.3 品牌与产品、企业的关系 ·································.26
2.2.4 品牌价值评估 ················································.27
2.2.5 品牌的生命周期 ·············································.29
2.2.6 品牌视觉识别系统 ··········································.30
2.2.7 品牌传播 ······················································.31
2.3 品牌营销的相关理论 ···············································.36
2.3.1 营销的基本概念 ·············································.36
2.3.2 营销策略 ······················································.36
2.3.3 整合营销传播 ················································.37
2.3.4 营销与品牌构建的互动 ····································.37
2.4 产品设计的相关理论 ···············································.41
2.4.1 产品设计溯源 ················································.41
2.4.2 产品设计的内涵 ·············································.41
2.4.3 产品设计的原则 ·············································.41
2.4.4 产品设计的多维解析 ·······································.42
2.4.5 产品设计理论的核心应用 ·································.43
2.4.6 产品设计的发展趋势 ·······································.46
2.5 消费者行为的相关理论 ············································.47
2.5.1 消费者行为的主要理论模型 ······························.47
2.5.2 消费者行为的影响因素 ····································.48
2.5.3 消费者行为理论的应用策略 ······························.50
2.5.4 消费者行为理论研究的趋势 ······························.51
第3章 品牌视觉识别系统构建 ···································.53
3.1 品牌视觉识别系统的作用 ·········································.54
3.1.1 增强品牌辨识度 ·············································.54
3.1.2 传递品牌价值 ················································.54
3.1.3 提升品牌信任度 ·············································.54
3.1.4 促进品牌传播 ················································.55
3.1.5 提升品牌资产价值 ··········································.55
3.2 品牌视觉识别基础系统的构建 ····································.56
3.2.1 品牌标志 ······················································.56
3.2.2 品牌标准字体 ················································.61
3.2.3 品牌色彩系统 ················································.63
3.2.4 品牌辅助图形 ················································.65
3.2.5 基本要素组合规范 ··········································.66
3.3 品牌视觉识别应用系统的构建····································.68
3.3.1 宣传系统 ······················································.68
3.3.2 产品系统 ······················································.69
3.3.3 办公系统 ······················································.70
3.3.4 环境设计 ······················································.71
3.3.5 吉祥物设计 ···················································.72
3.4 品牌视觉识别系统设计的原则····································.73
3.4.1 突出文化特色 ················································.73
3.4.2 彰显时代发展 ················································.74
3.4.3 构建情感触点 ················································.75
3.4.4 提升艺术品位 ················································.76
第4章 品牌的塑造：农产品品牌视觉形象设计 ···············.77
4.1 农产品品牌建设的意义 ············································.78
4.2 农产品评估 ···························································.79
4.2.1 农产品的品质评估 ··········································.79
4.2.2 农产品的特色评估 ··········································.79
4.2.3 农产品的产地评估 ··········································.79
4.3 农产品的品牌定位 ··················································.80
4.3.1 目标定位 ······················································.80
4.3.2 核心价值提炼 ················································.80
4.3.3 市场调研 ······················································.81
4.3.4 市场层级定位 ················································.82
4.3.5 农产品的功能定位 ··········································.82
4.4 农产品的品牌标志 ··················································.83
4.4.1 品牌命名的方法 ·············································.84
4.4.2 品牌标志的设计 ·············································.87
4.5 农产品的品牌文化 ··················································.90
4.5.1 提炼文化精髓 ················································.91
4.5.2 讲述品牌故事 ················································.93
4.6 农产品包装设计策略 ···············································.96
4.6.1 农产品包装设计的现状 ····································.96
4.6.2 农产品包装的功能性 ·······································.98
4.6.3 农产品包装的时代性 ······································.106
4.6.4 农产品包装的文化性 ······································.109
4.6.5 农产品包装的情感化 ······································.116
4.6.6 农产品包装的艺术性 ······································.120
4.7 农产品的品牌营销 ·················································.124
4.7.1 农产品市场分析 ············································.125
4.7.2 农产品营销策略 ············································.128
4.8 我国农业品牌发展的趋势 ········································.131
4.8.1 国家政策与消费双轮驱动 ································.132
4.8.2 数字技术与品牌深度融合 ································.133
4.8.3 品牌多元化与个性化协同发展 ··························.134
4.8.4 品牌国际化参与全球竞争 ································.136
第5章 品牌的延伸：文创产品设计 ····························.139
5.1 文创产品设计的战略意义 ········································.140
5.1.1 构建全球化语境下的文化主权 ··························.140
5.1.2 推动国家战略的实施落地 ································.141
5.1.3 升级品牌竞争维度的范式 ································.141
5.1.4 触发经济与文化的共生 ···································.143
5.2 文创产品推动品牌发展的路径 ···································.144
5.2.1 通过视觉元素强化品牌识别 ·····························.144
5.2.2 通过文化挖掘强化品牌调性 ·····························.151
5.2.3 通过创新设计提升品牌品质 ·····························.157
5.3 文创产品设计的流程 ··············································.164
5.3.1 市场调研与分析 ············································.164
5.3.2 文化挖掘与创意构思 ······································.166
5.3.3 设计草图与效果图表现 ···································.169
5.3.4 测试与评估 ··················································.174
5.3.5 产品市场推广 ···············································.175
5.4 文创产业发展的趋势 ··············································.176
5.4.1 技术进步引发文化感知变革 ·····························.176
5.4.2 地域文化的全球化传播 ···································.177
5.4.3 跨界融合的拓展深化 ······································.177
5.4.4 个性化定制需求增多 ······································.179
5.5 文创产业发展的挑战与对策······································.179
5.5.1 文化转译面临平衡难题 ···································.179
5.5.2 技术应用面临伦理边界难题 ·····························.180
5.5.3 全球化面临的文化冲突难题 ·····························.181
第6章 品牌视觉构建展望 ········································.183
6.1 品牌视觉构建的发展趋势 ········································.184
6.1.1 数字化与智能化 ············································.184
6.1.2 个性化定制 ··················································.185
6.1.3 可持续设计 ··················································.185
6.1.4 跨文化设计 ··················································.186
6.2 品牌视觉构建面临的挑战 ········································.187
6.2.1 技术快速迭代 ···············································.187
6.2.2 消费者审美多元化 ·········································.188
6.2.3 同质化竞争 ··················································.188
6.3 品牌视觉构建的应对策略 ········································.189
6.3.1 技术快速迭代的破局路径 ································.189
6.3.2 审美多元化的平衡法则 ···································.190
6.3.3 同质化竞争的突围策略 ···································.191
6.4 总结 ···································································.192
参考文献 ·····························································.194