基于比较研究的品牌设计教学实践
The Teaching Practice of Brand Design Based on Comparative Research
刘双花 1董月夕1
作者信息
摘要
随着品牌设计拓展至商业以外的政治文化领域,面对更驳杂的设计对象和更灵活的设计手段,品牌设计教学亟需解决两个重要问题:1)教学主题和过程怎样规划和设计才能更好地调动学生全程参与的热情,对品牌有全面和深刻的认识?2)如何激励学生对本土文化的情感和社会责任感,树立起服务和开拓本土品牌的意识?为此,课程以北京为对象,选取包含多个子集的集合对象作为实践主题(如北京16城区、北京中轴线等),采用比较研究法,以集中调研、分散设计相结合的形式开展教学活动,形成一套新的品牌设计教学模式,最终取得预期育人成效.
Abstract
Brand design has faced more sensitive design objects and more flexible design methods as it expands into political and cultural fields besides business. Also,The course of Brand Design needs to address two important issues in a forward-looking manner:1) How to plan and implement teaching topics and processes designed to better mobilize students' enthusiasm for full participation?2) How to stimulate students' emotions and social responsibility for local culture,and establish awareness of serving and developing local brands?To this end,the course targets Beijing,including multiple subsets of collective objects as themes (such as Beijing's 16 urban districts,Beijing's central axis,etc.),using comparative research methods,and teaching activities in the forms of collective research and decentralized design. It finally achieved the expected educational results with the new teaching model.
关键词
比较研究/品牌设计/北京行政区/北京中轴线/城市研究Key words
comparative study/ideological and political education/brand design/Beijing administrative district/Beijing central axis引用本文复制引用
基金项目
2022年度北京交通大学教改课题(356651535138)
出版年
2024
NETL
NSTL
万方数据