民族美学元素在品牌推广中的应用——以广西本土品牌设计为例

Application of Ethnic Aesthetic Elements in Brand Promotion:Taking Aboriginal Brands of Guangxi as Example

针对广西本土产业在品牌形象建设中文化缺失现状,提出对自然风光、特色民居建筑等八类广西本土民族美学元素进行系统化、视觉化提炼,建立广西本土文化视觉符号体系,并将其导入广西本土品牌形象与产品包装设计中,提升广西本土产业文化价值与品牌形象。民族美学元素在本土品牌设计中的应用分为始于民族信仰、传统精神内涵表现的初级阶段;运用现代设计美学法则,融合本土民族美学元素与对应表现形式的动态发展阶段;运用新思维衍生本土民族美学元素的创造阶段。

Specific to the current culture default status in brand image construction of Guangxi’s local industries,this article proposes to conduct systemized and visualized refining of such eight kinds of Guangxi’s aboriginal aesthetic elements as natural landscape and characteristic folk house architecture and establish Guangxi’s local cultural visual symbol system,and then introduce into Guangxi’s local brand images and product packaging design to elevate cultural values and brand images of Guangxi’s local industries.Application of ethnic aesthetic elements in local brand design is divided in three stages,i.e.the primary stage,in which presentation of ethnic believes and traditional spiritual connotations is started,the dynamic development stage,in which the aesthetic principles of modern design are integrated with aesthetic elements and corresponding representation patterns of local ethnic people,and the creative stage,in which the aesthetic elements of local ethnic people are derived by using new thinking.