用户体验视角下动物园品牌视觉识别设计

Visual identity design of zoo brand from the perspective of user experience

以用户体验为核心的品牌设计概念逐渐成为一种重要的品牌战略。动物园品牌是动物园形象建设的重要组成部分,如何将用户体验理念与动物园品牌相结合,是动物园品牌视觉识别(VI)设计需要解决的重要问题。文章通过分析用户体验的特征与品牌VI设计的关系,从用户体验视角分析动物园品牌VI设计,探索在产品与服务设计中如何将用户体验理念融入动物园品牌VI设计,这对动物科普教育及城市文化建设具有重要意义,为动物园形象建设提供了新的思路。

The concept of brand design with user experience as the core has gradually become an important brand strategy.The zoo brand is an important part of the zoo image construction.How to combine the concept of user experience with the zoo brand is an important problem to be solved in the visual identity(VI)design of the zoo brand.Through analyzing the relationship between the characteristics of user experience and VI design of brand,this paper analyzes the VI design of zoo brand from the perspective of user experience,and explores how to integrate the concept of user experience into the VI design of zoo brand in product and service design.It is of great significance to animal science education and urban culture construction,and provides a new idea for the image construction of the zoo.