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视觉传达与品牌构建：从理论到实践

作译者：刘雨眠

出版时间：2025-11 千字数：255 版次：01-01 页数：208

开本：16开装帧： I S B N ：9787121515606

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纸质书定价：￥88.0

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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

品牌强国战略是我国激活经济新动能、重塑全球格局影响力的重要引擎之一，随着全球商业竞争的日趋激烈，品牌的价值维度已悄然拓 展，它既是企业的核心资产，又是塑造国家形象与传播文化的重要渠道。当“品牌”成为国家发展战略的关键词，当“设计”被赋予文化复兴与产业升级的双重使命，我们越发意识到：视觉传达不只是美学的呈现，更是价值与信任的传递，是连接国家、企业与消费者的情感纽带。本书正是在这样的时代背景下孕育而生的，笔者试图通过撰写来探寻一个看似简单却极具挑战的问题：在全球化与数字化交织的今天，如何通过视觉语言帮助中国品牌讲好故事、行稳致远。
《视觉传达与品牌构建：从理论到实践》一书将品牌强国、乡村振 兴、文化产业发展三大国家战略提炼为可执行、可复制的视觉传达与品牌构建的方法论，为品牌强国战略落地提供了切实可行的方法。书中提出推动农业、文化创意等特色产业摆脱低附加值困境的路径，主张通过系统化的视觉设计，实现从“卖产品”到“卖品牌”的跨越，搭建了产业升级的桥梁。
本书致力于从学术角度弥补我国在“视觉传达+品牌构建”跨学科研究中的短板，将国家战略、消费行为与企业发展纳入同一分析框架，构建出“战略—设计—市场”的三维模型，以一手田野调研与实战案例丰富品牌研究的理论体系。从实践角度看，书中提供的农产品品牌形象设计与文创产品设计是两条完整的品牌建设工作流，涵盖评估、定位、视觉识别、产品落地、传播复盘的全链路。此外，本书从文化层面探究了非遗、地域文化、老字号等热门传统话题的当代表达路径，让文化真正成为品牌资产而非视觉装饰符号。 本书通过大量设计实践案例深入探索了视觉传达在品牌构建中的应用，为读者提供了系统的理论引导与实践路径，助力企业提升品牌认知、实现可持续发展，同时也为品牌构建的跨学科学术研究注入创新理念。全书6章内容层次递进，形成了“理论—系统—实践—前瞻”的清晰结构，首先从战略角度以国家政策、消费升级、企业诉求三重视角阐释了视觉传达时代的必要性，继而建立起视觉传达、品牌构建、营销、产品设计、消费者行为等跨学科的理论基座，并在此基础上围绕品牌构建次第呈现了品牌视觉识别系统“基础
+应用”双模块设计、农产品品牌视觉形象设计和文创产品设计的路径方法，最后对品牌视觉语言的影响与应对策略进行了分析和展望。
在书稿撰写过程中，感谢诸多企业和教师、学生、朋友给予的帮助。书稿的完成凝结了著者多年来与企业在品牌设计合作中的成果，由衷感谢河南省济华中医馆、大连横山北普陀主题文化公园、沈阳左佬记餐饮管理有限公司、辽宁省铁岭市昌图县十八家子镇、大连市旅顺口区小南村、辽宁省阜新市彰武县“沙泉小哥”、大连语素文化科技有限公司等在长期合作中给予的信任和支持。感谢孙文选教授在书稿前期酝酿中给予的关于品牌建设和营销管理方面知识的无私分享；感谢我的工作室和研究生团队五年来对农产品品牌创建和文创产品设计付出的热情与默默坚守，使得本书有了丰富而独特的视觉设计作品呈现，他们是王泽昆、赵文哲、左宇、于天源、方雪、胡文惠、艾萌、郭曲益诚、张敏、王源、李雨轩、苗雅淇、石欣雨、杨子仪、方瑜、杨艳琦、安佳怡、陈丹彤、李橙卓、赫英泽、韩珺、高松鹤、李心如、范岭、董文辉、 王雅轩、王欣怡、李丛岩、韩欣言等。还要感谢所有为视觉品牌构建认真耕耘的实践者，是你们的鲜活案例让这本书拥有了温度与厚度。
由于时间与地域跨度，书中部分案例仍在动态迭代中，数据难免存在滞后；同时，受篇幅和写作水平所限，书中对数字技术的探讨尚浅，这也将成为未来著者努力的方向。恳请读者朋友批评指正，并期待在未来的修订版中与各位共同更新这份“进行时”的品牌视觉构建档案。
让我们以视觉为笔，以品牌为纸，共同书写中国品牌故事的崭新 篇章。
著者
2025年6月

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