元宇宙视域下品牌虚拟IP形象设计策略研究

Research on Brand Virtual IP Image Design Strategy under the Perspective of Meta-Universe

元宇宙时代品牌形象发展逐渐多元化,虚拟IP也拥有了独特的传播优势。文章通过对多个案例进行分析研究,从数字化、内涵化、场景化、情感化四个视角,提出塑造和推广品牌虚拟IP形象的设计策略,以及品牌虚拟IP形象在品牌产品包装设计中的应用,以期推动品牌形象创新发展,激活虚拟形象的应用价值,并为品牌虚拟IP形象领域的设计研究提出可行方法。

The development of brand image in the meta-universe era is gradually diversified,and virtual IP also has unique communication advantages.Through the analysis and research of several cases,this paper proposes design strategies for shaping and promoting brand virtual IP image from four perspectives of digitalization,intension,scene and emotion,as well as the application of brand virtual IP image in brand product packaging design,in order to promote the innovative development of brand image and activate the application value of virtual image.It also provides feasible methods for the design and research of brand virtual IP image.