受众认知与品牌标志设计关系研究——基于原型匹配理论

RESEARCH ON THE RELATIONSHIP BETWEEN AUDIENCE COGNITION AND BRAND LOGO DESIGN:BASED ON PROTOTYPE MATCHING THEORY

梳理受众认知与品牌标志之间的关系,为品牌标志设计提供新的思考方向。通过搜集品牌标志的案例,以原型匹配理论来分析品牌标志的认知过程,进一步理解受众对品牌标志的认知。从受众的认知方式、先天认知和获得性认知三方面,建立受众认知与品牌标志设计的对应关系。运用原型匹配理论分析受众认知对品牌标志设计有指导意义。

In this study,the relationship between audience cognition and brand logo is sorted out to provide a new thinking direction for brand logo design.By collecting brand logo cases and analyzing the cognitive process of brand logo with prototype matching theory,we can further understand the audience's cognition of brand logo.This paper establishes the corresponding relationship between audience cognition and brand logo design from three aspects of audience cognition,innate cognition and acquired cognition.Using prototype matching theory to analyze audience cognition is of guiding significance to brand logo design.