蒙古文字介入地域品牌标志设计的意象偏好研究

RESEARCH ON IMAGERY PREFERENCE OF MONGOLIAN CHARACTERS COMBINED WITH REGIONAL BRAND LOGO DESIGN

探索蒙古文字介入品牌标志设计中的用户意象偏好,以此作为依据,对地域品牌进行升级和迭代、提升地域品牌的竞争力。采用语义差分法和李克特量表进行对用户意象偏好实验调查,将用户对标志设计关联的意象词汇评分作为样本,再结合交叉对比分析,确定设计要素。得出用户关于内蒙古地域品牌标志设计偏好实验数据,提出蒙古文字介入地域品牌标志设计原则,完成以“纳冉”视觉设计为主题的工作室标志设计实践并进行设计验证。通过用户意象偏好,帮助设计师理解用户感性认知、标志设计意向与设计要素间的关系,为蒙古文字介入地域品牌标志设计提供新思路。

To explore the user imagery preference of Mongolian characters combined with brand Logo design.On this basis,the regional brand will be upgraded and iterated to enhance its competitiveness.Semantic difference method and Likert scale were used to investigate the user's imagery preference.The user's rating of image words associated with Logo design is taken as the experimental sample,and then combined,crossed and contrasted to determine the design elements.The experimental data of users'preference for the design of regional brand logo in Inner Mongolia are obtained.The design philosophy of Mongolian characters combined with regional brand logo is proposed.The studio logo and design practice with the theme of"Naran"visual design are completed and verified.Through the user's imagery preference,which is beneficial to give designers assistance to understand the user's perceptual cognition,the relationship between the logo design intention and elements,which provides a new idea for the design of Mongolian characters combined with regional brand logos.