商业招牌的景观现状与设计策略——以南京路步行街61家商业企业为例

Design Strategies for Commercial Signs of Storefronts

招牌作为企业的标志,起到树立企业文化、表现企业精神及吸引消费者等目的。本文通过对南京路步行街61家企业商铺招牌的放置形式、字体、主色调和招牌质地的研究分析,提出放置形式的多样化、字体选择的"企业化"、质地材料的新颖化和色彩表现的情感化等招牌设计策略,以期达到进一步丰富商业街的景观文化、美化城市的目的。

Commercial signs play the role of displaying corporate culture and attracting consumers.Based on commercial signs of more than 60 storefronts on the Pedestrian Street of Nanjing Road,this paper discusses design strategies which include placement,type of character,color,texture of signboard,etc.