文化基因视域下区域农产品品牌视觉形象设计
Visual Image Design of Regional Agricultural Product Brands from the Perspective of Cultural Genes
陈立民 1周佳妮1
作者信息
摘要
随着国家对乡村振兴事业的进一步扶持,区域农产品品牌化已成为必然趋势.针对现阶段区域农产品品牌视觉形象良莠不齐、同质化严重的现状,探索文化基因视域下区域农产品品牌视觉形象的设计原则与设计策略,旨在通过地域文化赋能品牌的方式打造差异化定位,为其创意设计及其延展提供源源不断的设计动力;层次分析法的介入可以通过为创意设计提供量化依据,来克服传统方案在择优过程中的绝对主观性,从而减少品牌的试错成本.
Abstract
With the further support of the Chinese government for rural revitalization,the branding of regional agricultural products has become an inevitable trend.This article aims to explore the design principles and strategies for the visual image of regional agricultural product brands from the perspective of cultural genes,in response to the current situation of uneven and severe homogenization of the visual image of regional agricultural product brands.The aim is to create differentiated positioning by empowering brands with regional culture,providing a continuous source of design power for their creative design and extension;The intervention of Analytic Hierarchy Process can overcome the absolute subjectivity of traditional solutions in the selection process by providing quantitative basis for creative design,thereby reducing the trial and error costs of brands.
关键词
乡村振兴/文化基因/区域农产品品牌/视觉形象设计/设计原则/设计策略Key words
rural revitalization/cultural genes/regional agricultural product brands/visual image design/design principles/design strategy引用本文复制引用
出版年
2024
NETL
NSTL
万方数据