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A Study of Brand Visual Image Esign Dased on the Consumptive Ulture

Author: ZhangJin
Tutor: XinYiHua
School: Central China Normal University
Course: Design
Keywords: consumption culture brand symbol value visual calture of brand value transformation renewal of ideas
CLC: J524
Type: Master's thesis
Year: 2013
Downloads: 19
Quote: 0
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Contemporary society is undergoing a profound transformation, that is, the production-oriented society give way to a consumer society. Consumer culture change from the early "thrifty" and modern "conspicuous" to post-modern "symbolic" consumer culture.In the first place, symbol consumption value is the core of post-modern consumption culture. It is embodied in consumption symbolization, consumption branding and consumption aestheticization. This reflects the changes of relations between products and brands in post-modern society, namely, brand has become the main aspect, product the attachment, and post-changes of function manufacturing to meaning manufacturing, use value to symbol value.In the second place, as a product of the consumer society, the visual image of brand could be considered as symbol in the symbol. To be the material carrier and visual translation of symbolic value of commodity, visual image of brand symbolizes, differentiates, visualize and aestheticize the corporate goods and concept of brand management in the saturated consumer market. It is a postmodern strategy, and is different from enterprises, which emphasize product function in pre-modern times.In he third place, symbolic value of commodity consumption gives birth to visual image of brand and has a profound impact on its value system. Value system is the fundamental problem in the construction of brand visual image. Under the sweeping of consumption culture, the value system of the contemporary brand visual image has undergone a fundamental transformation. This transformation is reflected in three aspects, in the aspect of social value, it change from meeting the basic needs to playing the role of cultural communicator among individual, group and society, in the aspect of material value, from material to emotion, in the aspect of aesthetic value, from unattainable art to daily life aesthetic. These three value changes concrete manifestation of logic difference, emotional appeal and generalization aesthetic in the design concept.Definitively, based on the analysis of value transformation in contemporary brand visual image construction in consumption culture, this paper summarized new demands in brand visual image design, and promote new developing trends of contemporary brand visual image in design philosophy, that is differentiation, experience, interactivity, artistry and culture.

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