摘要
消费群体的变化、审美环境的变化和媒介环境的变化,给广州餐饮老字号品牌带来挑战的同时也带来了新机遇。本文通过对广州餐饮老字号品牌的视觉设计现状进行分析,提出了创新设计策略:在对品牌原有积累进行调研论证的基础上对品牌视觉形象进行科学合理的升级,融合地域文化理念,挖掘本土传统元素,通过不断的优化设计突出品牌的个性,打造视觉的独特识别性,通过设计创新,让餐饮老字号品牌焕发新的生命力。
Changes in consumer groups,changes in the aesthetic environment and changes in the media environment have brought challenges to Guangzhou’s well-established catering brands and also brought new opportunities.This article analyzes the current status of visual design of Guangzhou’s long-established catering brands,and proposes innovative design strategies:scientifically and rationally upgrade the brand’s visual image based on the investigation and demonstration of the brand’s original accumulation,integrating regional cultural concepts and digging up local tradition Elements,through continuous optimization of the design to highlight the personality of the brand,to create a unique identification,through design innovation,so that the old restaurant brand renewed vitality.
作者
陈莹燕
官章迪
CHEN Ying-yan;GUAN Zhang-di(Wuhan Polytechnic University,Wuhan 430040,China)
出处
《绿色包装》
2020年第7期60-63,共4页
Green Packaging
基金
2017湖北省教育厅人文社会科学研究重点项目《轻餐饮视觉设计系统研究》(项目编号:17D050)。
关键词
广州餐饮
老字号品牌
视觉设计
创新
Guangzhou food
well-established brands
visual design
innovation
