| 摘要: |
| 目的 梳理品牌设计师实践经验，归纳传统文化符号在现代消费体验中更新设计的一般流程，便于从业者借鉴。方法 在传统品类文化复兴语境中，从阻碍老品牌更新设计的传统文化场域切入，以品牌设计师的行为和成果为研究对象，解构文化场域；从社会学和营销学角度，把脉现代消费体验，重构新的消费场域，剖析设计思维方式和创新实践成果。结合现代消费体验和典型个案，提出与现代消费场域密切相连的设计语言新样式。结论 老品牌更新设计的一般流程为：创新思维层面的解构文化场域；品牌路径层面的紧扣现代消费体验，重塑传播情境，建构价值共创；设计语言层面的“秒懂”视觉传播与多维语义转换。老品牌的再设计贯通设计思维与艺术语言，融合文化场域和消费体验，是艺术设计在传统文化复兴大潮中助力品牌传播的路径之一。 |
| 关键词: 老品牌 再设计 文化场域 消费体验 |
| DOI：10.19554/j.cnki.1001-3563.2019.16.010 |
| 分类号:J524 |
| 基金项目:2018年度山西省艺术科学规划课题“晋北传统手工艺的品牌设计与传播策略”（2018G23）研究成果之一 |
|
| Redesign of Old Brands Based on Modern Consumer Experience |
|
ZHANG Jun1,2
|
|
1.Shanxi Datong University, Datong 037009, China;2.Tsinghua University, Beijing 100084, China
|
| Abstract: |
| The work aims to sort out the practical experience of brand designers, and to sum up the general process of updating the design of traditional cultural symbols in the modern consumer experience, so as to facilitate the practitioners to learn from them. In the context of the cultural revival of the traditional category, first of all, with the traditional cultural field that hindered the old brand renewal design as the breakthrough point, taking the behavior and achievement of the brand designer as the research object, the cultural field was deconstructed. Then, from the perspective of sociology and marketing, and by feeling the pulse of modern consumer experience, a new consumption field was reconstructed, and the design thinking and innovative practice achievements were analyzed. Finally, combined with modern consumer experience and typical case, some new style design language closely linked with modern consumption field was proposed. The general process of the old brand renewal design: The cultural field at the level of creative thinking is deconstructed; the brand path is closely related to the modern consumer experience, the communication situation is reshaped and the value creation is constructed; and the "understanding immediately" visual communication and multidimensional semantic transformation at language level are designed. The integration of renewal design of old brands into the design thinking and art language, and the integration with cultural field and consumption experience are one of the ways to promote brand communication in the revival of traditional culture. |
| Key words: old brand redesign cultural field consumer experience |
渝公网安备 50010702501716号