地域性文化元素在日化产品视觉形象设计中的应用研究

doi:10.3969/j.issn.2097-2806.2023.05.012

摘要/Abstract

摘要：

在国产日化品牌与国外品牌的市场竞争日趋激烈、国内日化品牌视觉形象设计严重同质化、产品视觉形象缺乏特色的背景下，探索地域性文化元素与日化产品视觉形象之间的内在联系，将两者通过设计语言联系起来，形成特色日化产品视觉形象，提升日化产品品牌文化性与辨识度，增加产品视觉美感。文章了解并分析了日化产品与地域文化的关联性，运用情感三层次理论，深度挖掘地域性文化元素，找出文化元素的有形层、行为层、无形层内容，并建立地域性文化元素库，提取相关元素进行归纳演绎或重构，形成新的设计元素，将其按照一定的设计原则恰当地融入日化产品视觉形象设计中。通过理论研究以及实践证明，可以将地域性文化元素通过提取与转化并与日化产品有机结合，设计出符合现代消费者审美认知以及能反映产品特性的日化产品，同时实践证明：地域性文化元素的融入可以提升产品辨识度，提升品牌文化内涵，增强产品竞争力。

关键词: 地域文化, 日化产品, 视觉形象, 品牌, 设计

Abstract:

Nowadays the market competition between domestic daily chemical brands and foreign brands is becoming increasingly fierce, the visual image design of domestic daily chemical brands is seriously homogenized, and the visual image of products lacks characteristics. It is of great importance to explore the internal connection between regional cultural elements and the visual image of daily chemical products, and connect the two through design language to form a visual image of distinctive daily chemical products. Understanding and analyzing the correlation between daily chemical products and regional culture, using the three-level theory of emotion, deeply digging regional cultural elements, finding out the tangible, behavioral and intangible content of cultural elements, establishing a regional cultural element library, and extracting relevant elements are deducted or reconstructed to form new design elements, which are properly integrated into the visual image design of daily chemical products according to certain design principles. Through theoretical research and practice, it is possible to organically combine regional cultural elements with daily chemical products through extraction and refinement to design daily chemical products that meet the aesthetic cognition of modern consumers and the natural and organic psychological needs of product raw materials. At the same time, practice has proved that the integration of regional cultural elements can improve product recognition, enhance brand cultural connotation, and enhance product competitiveness.

Key words: regional culture, daily chemical products, visual image, brand, design

中图分类号:

TQ658

王坤, 白兴易, 杨瑞琨. 地域性文化元素在日化产品视觉形象设计中的应用研究[J]. 日用化学工业（中英文）, 2023, 53(5): 574-580.

Wang Kun, Bai Xingyi, Yang Ruikun. Research on the application of regional cultural elements in the visual image design of daily chemical products[J]. China Surfactant Detergent & Cosmetics, 2023, 53(5): 574-580.

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参考文献 7

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