老字号品牌文化记忆的叙事性视觉再生设计研究

Research on the Narrative Visual Regeneration Design of the Cultural Memory of Time-Honored Brands

在当今社会,消费结构和理念正在经历深刻变革,老字号品牌文化记忆因未被转化为可满足现代传播需求的形式,亟需有效激活其再生价值并提升品牌效应。深入分析老字号品牌文化记忆内涵及当代传承状况,探究叙事性视觉再生设计方法体系和当代叙事性传播模式,提出将老字号品牌的文化记忆与叙事性视觉设计相结合的创新理念。进一步探索品牌年轻化、数字化、多维化的视觉再生设计策略,为老字号品牌的复兴和形象升级提供切实可行的设计思路。

In current society,consumption structures and concepts are undergoing profound changes.Since the cultural memory of time-honored brands has not been transformed into a form that can meet the needs of modern communication,there is an urgent need to effectively activate their regeneration value and enhance brand effect.This article provides an in-depth analysis of the connotation of the cultural memory of time-honored brands and their contemporary inheritance,explores the narrative visual regeneration design method system and contemporary narrative communication model,and proposes an innovative concept that combines the “ cultural memory ” of time-honored brands with “ narrative visual design ”.Meanwhile,it further explores brand rejuvenation,digitization,and multi-dimensional visual regeneration design strategies to provide practical design ideas for the revival and image upgrade of time-honored brands.