价值共创视域下参与式品牌形象设计模式探究

Participatory Brand Identity Design Model from the Perspective of Value Co-creation

中文关键词: 品牌形象设计  价值共创  利益相关者  参与式设计  形象感知评价

英文关键词: brand image design  value co-creation  stakeholders  participatory design  image perception evaluation

中文摘要:

      目的 基于价值共创理念，提出一种由多类型利益相关者参与的品牌形象共创设计框架，并明确其操作步骤及方法运用。方法 将价值共创和参与式设计的概念嵌入到品牌识别设计活动中，综合运用感性工学、NPD共创设计描述、认知图式度量等理论及方法，从参与对象的关联群体及分类、参与活动的内容及方式、参与人员的活动范围及权限分配等层面，对如何通过利益相关者的共同参与实现品牌形象设计创新的问题展开研究。结果 构建了“品牌形象感知描述+设计要素提取与转化+视觉形象构建”的参与式品牌形象设计的基础框架，并通过项目实践论证了该框架的可操作性和可行性。结论 利益相关者的共同参与体现了集体智慧的价值共创，可对品牌形象设计产生积极的作用与影响，并能有效推动其设计范式的转变与创新。

英文摘要:

      Based on the concept of value co-creation, the work aims to propose a brand image co-creation design framework involving multiple stakeholders and elaborate its operation steps and methods. The concept of value co-creation and participatory design was embedded into the brand image development and design activities. Through the comprehensive application of Kansei Engineering, NPD co-creation design description, cognitive schema measurement and other theories and methods, from the relevant groups and classification of the participants, the content and methods of the activities, the scope of the participants and the distribution of authority and other aspects, how to achieve brand image design innovation through stakeholder participation was studied. The basic framework of participatory brand image design of "brand image perception description+design elements extraction and transformation+visual image construction" was constructed, and the operability and feasibility of this framework were demonstrated through the project practice. The joint participation of stakeholders reflects the value co-creation of collective wisdom, which can have a positive effect and influence on the development and design of brand image and effectively promote the transformation and innovation of its design paradigm.