数字时代下科技期刊可变式品牌设计的弹性管理方法

Elastic management methods of flexible brand design for scientific journals in the digital era

【目的】提高科技期刊在数字时代的品牌影响力,增强品牌设计管理的弹性。【方法】从视知觉认知心理学角度出发,对科技期刊品牌的可变性、一贯性、趣味性的设计方法进行分析与总结。【结果】基于用户视觉认知模式解构与重组的可变式识别能够有效强化品牌影响力。【结论】科技期刊品牌设计管理及方法需要密切围绕品牌核心定位展开;通过结合位置、色彩、动态等基本要素形成范畴化概念,以适应新媒体特性,实现广泛传播;其视觉语言强调基于用户形成品牌识别的多平台趣味整合。

[Purposes] This paper aims to improve the brand influence of scientific journals in the digital era and enhance the elasticity of brand design and management.[Methods]From the perspective of visual perception cognitive psychology,we analyzed and summarized the design methods of scientific journals in terms of their brand variability,consistency,and interestingness.[Findings]The flexible identification based on the deconstruction and recombination of user visual cognition mode can effectively promote the brand influence.[Conclusions]The brand design and management methods of scientific journals need to be carried out closely around the brand core positioning. The concept of categorization is formed by combining basic elements such as location,color,and dynamics,so as to achieve wide dissemination by adapting to the characteristics of newmedia. Visual language emphasizes the interest integration of multi-platform based on user’s brand identification.