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随着科技的进步以及市场经济结构的调整,企业参展目的逐渐由产品陈列为主转变为以品牌形象宣传为主,因此,会展设计师如何选用恰当的形态表达出品牌的气质是设计的关键。然而气质是一种抽象的、难以量化的情感因素,无法用直观的视觉元素表达出来。所以,本文基于对感性进行系统研究的感性工学,着力探索在会展设计实践当中如何科学地将抽象的品牌形象演变为三维立体的空间形态,并总结出相应的设计方法。
With the advancement of science and technology and the adjustment of the market economy structure, the purpose of exhibiting enterprises has gradually shifted from product display to brand image promotion. Therefore, how to choose the appropriate form for exhibition designers to express the brand’s temperament is the key to design. However, temperament is an abstract, difficult to quantify the emotional factors, can not be expressed with intuitive visual elements. Therefore, based on a systematic study of perceptual engineering, this paper tries to explore how to evolve the abstract brand image into a three-dimensional spatial form scientifically in the practice of exhibition design and sum up the corresponding design methods.