| 摘要: |
| 目的 探索旅游标志设计的评价体系。方法 基于色彩学、设计学、认知心理学等学科，阐明设计和认知两要素对评价旅游标志的意义。以国家官方旅游标志为例，从设计师—设计、接受者—认知二维层面构建国家旅游标志的HSBAT—RI评价体系。结果 通过应用该评价体系，在设计师眼中，标志设计倾向于在色相上运用红、黄、蓝三原色，使用纯度在71%~100%与明度在61%~100%之间的阈值。标志类型多为图文组合型，并由丰富的色彩调和组成；在认知层面，通过专家打分将国家旅游标志分为理想、较好和一般三个层次。综合设计与认知两要素，最终将国家旅游标志分为理想、较好、一般三个层次等级。结论 HSBAT—RI评价体系和公众的认知基本吻合，可作为国家旅游标志整体评价的参考体系。研究还对分析结果进行思考，为今后旅游标志的设计和评价提供指导与依据。 |
| 关键词: 旅游标志 国家 评价体系 认知 |
| DOI：10.19554/j.cnki.1001-3563.2020.20.034 |
| 分类号:J511 |
| 基金项目: |
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| Exploratory Research on National Tourism Logo Evaluation System |
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GAO Jing1, LI Fei-fei2
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1.Beijing University of Technology, Beijing 100124, China;2.CCCC Water Transportation Consultants Co., Ltd., Beijing 100007, China
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| Abstract: |
| The work aims to explore the tourism logo evaluation system. Based on color science, design science, cognitive psychology and other disciplines, the significance of design and cognition on the tourism logo evaluation was clarified. Taking national official tourism logo as the example, the HSBAT and RI evaluation system of national tourism logo was constructed from the two-dimensional level of designer-design and receiver-recognition. Through the application of the evaluation system, designers tended to adopt three primary colors of red, yellow and blue in the hue of logo design, with the threshold between the purity of 71%~100% and brightness of 61%~100%. Most of the logos were combined with graphs and texts, which were composed of rich color harmony. At the cognitive level, the national tourism logos were divided into three levels: ideal, good and general by expert scoring. Combining the two elements of design and cognition, the national tourism logos were finally divided into three levels: ideal, good and general. The HSBAT-RI evaluation system is basically consistent with the public’s cognition and can be used as the reference system for national tourism logo evaluation. The analysis results are considered to provide guidance and basis for design and evaluation of future tourism logo. |
| Key words: tourism logo nation evaluation system cognition |
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