地域文化视角下农产品区域品牌形象设计探讨

DISCUSSION ON IDENTITY DESIGN OF REGIONAL AGRICULTURAL BRANDS FROM THE PERSPECTIVE OF REGIONAL CULTURE

本文从农产品区域品牌形象设计现状、地域文化概述、地域文化在农产品区域品牌形象设计中的启发这三方面,对农产品区域品牌形象设计展开了论述。为了展示区域农产品的独特地方特色,地域文化的视觉表现应符合地域本土化、情感共鸣化、文化重构化、信息可视化以及品牌符号化的原则。通过结合案例分析,作者们提出了在农产品区域品牌的形象设计中,应如何在标志、标准色、标准字、辅助图形等设计元素中将地域文化视觉化的方法。

This paper discusses the identity design of regional agricultural brands from three aspects: the current situation of brand identity design of regional agricultural brands, the overview of regional culture, and the inspiration of regional culture in the design of the brand identity of regional agricultural brands. In order to show the unique local characteristics of regional agricultural products, the visual expression of regional culture should conform to the principles of regional localization, emotional resonance, cultural reconstruction, information visualization and brand symbolization. By combining case studies, the authors put forward the approach of visualizing the regional culture in design elements such as logos, standard colors,standard characters, and auxiliary graphics in the identity design of regional agricultural brands.