【作者】 张芳；

【导师】 万萱；

【作者基本信息】 西南交通大学 ， 设计艺术学， 2010， 硕士

【摘要】 整体厨房的演变历程是社会文明的参照之一,整体厨房专卖店的发展则是整体厨房制造行业进步的镜子,可以说整体厨房专卖店是消费者和生产者之间对品牌的不断定义和更新的产物,整体厨房专卖店设计就是对这一历史产物的具体描述。对于整体厨房专卖店及其设计研究是企业创建品牌和市场营销的需要。整体厨房专卖店成为消费者与品牌零距离接触及沟通的地方,专卖店设计的好坏可以直接影响到品牌形象的树立,反映产品的品质和档次从而影响消费者的购买行为。由于整体厨房是一个产品综合体,不但具有时代特征,还具有集成特征、科技文化特征、居家艺术特征和历史传承特征,简单的陈列和堆砌不可能成功表达整体厨房专卖店应传达的品牌内涵,实现企业与消费者对其所蕴含生活方式的共鸣。本论文在分析整体厨房专卖店的发展演变历程基础上,通过借鉴赏析欧洲经典厨房文化,掌握整体厨房专卖店的品牌内涵,明确了整体厨房专卖店品牌视觉形象设计的本质是传播“生活方式”。然后,按一般的视觉流程,将整体厨房专卖店的视觉传播媒介归纳为十个设计展项,并分析不同层次整体厨房专卖店视觉展项的设计选择及其视觉表现效果。最后,从视觉表现方面,总结了如何通过光、形、色的艺术处理,塑造有效的品牌空间,将品牌的文化特征、经营内容、产品特点、品牌精神等形成具有强烈冲击力的视觉符号,将具体可见的视觉形象与内涵特质的抽象概念融为一体,以传达品牌的所有视觉信息在设计应用部分,以本论文相关研究成果和经验总结为指导,作者参与了某企业的整体厨房专卖店设计实践,获得了业内人士的认可。更多还原

【Abstract】 The evolution of kitchen cabinet is one of civilization’s references, and the development of kitchen cabinet exclusive shop is the mirror of kitchen cabinet industry’s overall progress. Can be said that, kitchen cabinet exclusive shop is the brand among consumers and producers, designing kitchen cabinet exclusive shop is a describing kitchen cabinet brand.The study on designing kitchen cabinet exclusive shop is the corporate branding and marketing needs. Kitchen cabinet exclusive shop is the communication area between consumer and the brand, design quality can directly affect the branding image, and influence consumer buying behavior.As the kitchen cabinet is a product complex, not only has the characteristics of the times, also with integrated features, technological and cultural characteristics, and historical artistic heritage features, a simple display can not convey the overall brand meaning. This thesis analyzes the overall brand meaning of kitchen cabinet exclusive shop based on study the evolution of kitchen cabinet exclusive shop, understands visual image design if kitchen cabinet exclusive shop is to communicate "living style". Then, follow a general visual process, group kitchen cabinet exclusive shop’s visual media into 10 items, and analyze visual items’ design choice and their visual performance results. Finally, summarizes how to create a perfect brand visual space by light, shape and color, translate the brand’s culture, business content, product features, brand spirit into visual symbols, convey all visual information to customer.At last, the thesis research result is applied on design practice, and the design of one kitchen cabinet exclusive shop is accepted by corporate.更多还原