“胡玉美”蚕豆酱品牌形象动画角色设计研究

A Study on the Design of a Cartoon Character Based on the Present Brand Image of Huyumei Broad Bean Paste

"胡玉美"蚕豆酱品牌形象存在三个方面的不足,即缺少使用者形象、品牌标识识别性不强和品牌传播形象不佳。为此,必须将动画角色作为"胡玉美"品牌形象的重要组成部分。这一动画角色应以历史题材故事为载体;角色的造型和情感必须传达品牌的特质和文化内涵,必须对目标消费者有强烈的视觉冲击力和情绪感染力。惟其如此,动画角色才能发挥品牌代言人的作用,才能增强品牌标识的识别度和品牌的传播效应。

The present brand image of Huyumei Broad Bean Paste has three deficiencies, namely the lack of us- ers＇ image, weak brand recognition of the brand logo and imperfect image of brand communication. Therefore, a cartoon character must be used as an important part of the brand image of Huyumei. The cartoon character should be created based on the historical story of Huyumei. The modeling and emotions of the cartoon character should convey the characteristics and cultural connotations of the brand and have a strong visual impact on and emotion- al appeal for target consumers. If so, the cartoon character can play its role as a brand spokesperson, enhance the brand recognition of the brand logo and propagation effects of the brand.