老字号品牌文化记忆的叙事性视觉再生设计研究
Research on the Narrative Visual Regeneration Design of the Cultural Memory of Time-Honored Brands
刘俊1
作者信息
- 1. 温州大学美术与设计学院,浙江温州 325035
- 折叠
摘要
在当今社会,消费结构和理念正在经历深刻变革,老字号品牌文化记忆因未被转化为可满足现代传播需求的形式,亟需有效激活其再生价值并提升品牌效应.深入分析老字号品牌文化记忆内涵及当代传承状况,探究叙事性视觉再生设计方法体系和当代叙事性传播模式,提出将老字号品牌的文化记忆与叙事性视觉设计相结合的创新理念.进一步探索品牌年轻化、数字化、多维化的视觉再生设计策略,为老字号品牌的复兴和形象升级提供切实可行的设计思路.
Abstract
In current society,consumption structures and concepts are undergoing profound changes.Since the cultural memory of time-honored brands has not been transformed into a form that can meet the needs of modern communication,there is an urgent need to effectively activate their regeneration value and enhance brand effect.This article provides an in-depth analysis of the connotation of the cultural memory of time-honored brands and their contemporary inheritance,explores the narrative visual regeneration design method system and contemporary narrative communication model,and proposes an innovative concept that combines the"cultural memory"of time-honored brands with"narrative visual design".Meanwhile,it further explores brand rejuvenation,digitization,and multi-dimensional visual regeneration design strategies to provide practical design ideas for the revival and image upgrade of time-honored brands.
关键词
老字号品牌/文化记忆/叙事性视觉设计/再生设计Key words
Time-Honored Brand/Cultural Memory/Narrative Visual Design/Regeneration Design引用本文复制引用
出版年
2024
NETL
NSTL
万方数据