消费文化视阈下农产品品牌IP视觉形象设计研究

Visual Image Design of Agricultural Products Brand IP in the Context of Consumer Culture

中文关键词: 消费文化  农产品品牌  IP视觉形象设计

英文关键词: consumer culture  agricultural product brand  IP visual image design

中文摘要:

      目的 在消费文化视域下，对农产品品牌IP视觉形象设计的规律与方法进行梳理，进而探讨农产品品牌IP视觉形象设计的创新思路和优化路径。方法 首先，从消费文化和视觉消费视角，通过消费符号化、消费感性化、消费体验化三个特征维度分析农产品品牌IP视觉形象设计主流形式及需求趋势;随后，通过文献分析与案例研究法对农产品IP视觉形象的设计规律与设计方法进行梳理，结合消费文化视域下农产品IP视觉形象设计的应用价值、创新思路、优化路径提出具体的设计策略;最后，通过“温氏天露”食品品牌的设计实践案例，从满足物质消费需求的设计定位，到满足文化消费需求的内容设计，再到满足精神消费需求的场景化构建三个维度的设计策略进行实例验证。结论 基于当前消费文化特征的农产品品牌IP视觉形象设计策略，能有效建立IP视觉形象与农产品、品牌、消费者之间的联系，有助于实现农产品品牌的精准定位、品牌理念的输出，以及消费体验的增强，为农产品品牌IP视觉形象设计提供新的研究视角与有益启示。

英文摘要:

      The work aims to sort out the rules and methods of IP visual image design of agricultural product brands under the perspective of consumer culture and explore the innovative ideas and optimization paths of IP visual image design of agricultural product brands. Firstly, from the perspective of consumer culture and visual consumption, the mainstream forms and demand trends of agricultural products brand IP visual image design were analyzed from three characteristic dimensions:consumption symbolization, consumption sensualization and consumption experience; Then, the design rules and methods of agricultural products IP visual image design were sorted out through literature analysis and case study. Combined with the application, innovation ideas and optimization path of agricultural products IP visual image design in the perspective of consumer culture, a specific design strategy was proposed. Finally, through the design practice case of "Wen's Tianlu" food brand, the design strategy was verified from the design positioning to meet the material consumption demand, to the content design to meet the cultural consumption demand, and then to the scene construction to meet the spiritual consumption demand. In conclusion, IP visual image design strategy of agricultural product brands based on current consumption culture characteristics can effectively establish the connection between IP visual image, agricultural products, brands and consumers, which helps to realize the precise positioning of agricultural product brands, the output of brand concepts and the enhancement of consumption experience, and provides a new research perspective and useful inspiration for IP visual image design of agricultural product brands.