| 摘要: |
| 目的 随着时代的进步，二维码在日常生活中越来越普及，在这样的时代背景下，黑白的二维码因其单调乏味的视觉形式而愈加无法满足人们逐渐提高的审美需求。基于计算机网络通信技术而产生的设计型二维码和三维码数字新媒介，因其视觉设计上的艺术性，正被企业广泛应用于品牌设计中。方法 梳理文献记录的一维码、二维码和三维码的嬗变历程，分析设计型二维码和三维码数字新媒介品牌设计的可行性，对比其各自在信息和品牌传播上的优劣以及继承性，总结设计型二维码通常采用的设计手段，以及三维码在品牌设计方面的视觉统一性等优势。结论 帮助企业在新媒体时代充分利用数字媒介的品牌传播优势，提升品牌形象设计的视觉感染力，在艺术设计的维度下实现视觉、情感、体验的品牌整合与媒介融合，这将成为品牌设计和推广的关键所在。 |
| 关键词: 设计型二维码 三维码 数字媒介 品牌设计 |
| DOI：10.19554/j.cnki.1001-3563.2019.10.017 |
| 分类号:J524 |
| 基金项目: |
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| Brand Design in Digital New Media of Creative QR Code and Three-Dimensional Code |
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YI Heng, HU Ya-dong, MA Dong
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School of New Media Art, Xi'an Polytechnic University, Xi'an 710048, China
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| Abstract: |
| With the progress of the time, QR code is more and more popular in our daily life. But the QR code with tedious visual form can’t cater the higher aesthetic requirements. Digital new media of the creative QR code and three-dimensional code based on computer network communication technology are widely used in brand design as artistic visual. Combing historical document of bar code, the QR code and 3D code, the feasibility of brand design for QR and 3D digital new media were analyzed, and their advantages and disadvantages in information and the brand spread were compared. Methods usually used for design of creative QR code and advantages of 3D code in visual integrity of brand design were summarized. Enterprises could make full use of new digital media to spread brand, enhance visual appeal of brand image design. Integration of brand vision, emotion and experience under media convergence will be the key to brand design and promotion. |
| Key words: creative QR code three-dimensional code digital new media brand design |
