冯一,李敬师,王丽梅.品牌设计下的表情符号IP化应用研究[J].包装工程,2021,42(24):266-271. |
品牌设计下的表情符号IP化应用研究 |
IP Application of Emoji under Brand Design |
投稿时间:2021-10-20 |
DOI:10.19554/j.cnki.1001-3563.2021.24.032 |
中文关键词: 品牌设计 表情符号IP化 品牌逻辑 赋能 应用趋势 新范式 |
英文关键词: brand design IP-based emoji brand logic empowerment application trend new paradigm |
基金项目:四川省西华大学2021年西华杯大学生创新创业项目“绵竹木版年画武门神形象数字化产品设计研究”(2021042) |
|
摘要点击次数: |
全文下载次数: |
中文摘要: |
目的 总结品牌设计下表情符号IP化的特征及其发展趋势,探究表情符号IP化的应用能力与价值,为未来表情符号IP化形象产品多角度开发提供设计范式。方法 分析整理了目前市场上具有较高知名度且发展前景可观的3个表情符号IP化角色形象,归纳出高价值表情符号IP化角色形象所包含的两大品牌逻辑和角色设定、品牌发展与产品所需的关键要素。结果 在此基础上,总结出表情符号IP化为产品赋能的一系列措施,并提出了表情符号IP化的品牌设计发展趋势与品牌设计“新范式”。结论 高价值的表情符号IP化角色具有人格化形象,能在一定程度上满足用户的情感体验,产生价值认同。除此之外,在“Z时代”背景下,品牌设计下的表情符号IP化产品的深度转型在未来具有非常重要的现实意义。 |
英文摘要: |
This paper aims to summarize the characteristics and development trend of emoji IP-based under brand design, explore the application capabilities and value of emoji IP-based, and provide a design paradigm for the multi-angle development of emoji IP-based image products in the future. The three IP-based emoji character images with high popularity and promising development prospects in the current market were analyzed and sorted out. The IP character image of high-value emoticons contains two brand logic and key elements required by character setting, brand development and products were summarized. Based on this, a series of measures for emoji IP-based product empowerment were summarized, and the brand design development trend and brand design “new paradigm” of emoji IP-based were proposed. IP-based emoticons with high value have a personal image, which can satisfy users' emotional experience to a certain extent and generate value recognition. In addition, in the context of the “Zera”, the deep transformation of emoji IP-based products under brand design has very important practical significance in the future. |
查看全文
查看/发表评论 下载PDF阅读器 |
关闭 |