设计师如何构建品牌视觉表达力?

<p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; max-width: 100%; clear: both; min-height: 1em; white-space: normal; font-family: 微软雅黑, "Microsoft YaHei", Arial, sans-serif; box-sizing: border-box !important; overflow-wrap: break-word !important;"><img src="http://www.zonebrand.net/upload/images/201907081417328935.jpg" style="white-space: normal; float: none;"/><p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; max-width: 100%; clear: both; min-height: 1em; white-space: normal; font-family: 微软雅黑, "Microsoft YaHei", Arial, sans-serif; box-sizing: border-box !important; overflow-wrap: break-word !important;"> <p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; max-width: 100%; clear: both; min-height: 1em; white-space: normal; font-family: 微软雅黑, "Microsoft YaHei", Arial, sans-serif; box-sizing: border-box !important; overflow-wrap: break-word !important;">视觉也是语言，传达信息是其主要功能，所以好的品牌视觉输出应当具有很强的表达力。衡量表达力需要做到以下几点： <img src="/upload/images/201907081417329639.jpg" style="float:none;"/> <p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; max-width: 100%; clear: both; min-height: 1em; white-space: normal; font-family: 微软雅黑, "Microsoft YaHei", Arial, sans-serif; box-sizing: border-box !important; overflow-wrap: break-word !important;"> <p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; max-width: 100%; clear: both; min-height: 1em; white-space: normal; font-family: 微软雅黑, "Microsoft YaHei", Arial, sans-serif; box-sizing: border-box !important; overflow-wrap: break-word !important;">第一“清晰”是信息的基本品质。<p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; max-width: 100%; clear: both; min-height: 1em; white-space: normal; font-family: 微软雅黑, "Microsoft YaHei", Arial, sans-serif; box-sizing: border-box !important; overflow-wrap: break-word !important;"> <p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; max-width: 100%; clear: both; min-height: 1em; white-space: normal; font-family: 微软雅黑, "Microsoft YaHei", Arial, sans-serif; box-sizing: border-box !important; overflow-wrap: break-word !important;">如果信息的内容很重要，但形式很难被人理解，其品质也不能算好。视觉传达的要领之一就是要对信息进行整理，让信息明了、易懂。<p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; max-width: 100%; clear: both; min-height: 1em; white-space: normal; font-family: 微软雅黑, "Microsoft YaHei", Arial, sans-serif; box-sizing: border-box !important; overflow-wrap: break-word !important;"> <p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; max-width: 100%; clear: both; min-height: 1em; white-space: normal; font-family: 微软雅黑, "Microsoft YaHei", Arial, sans-serif; box-sizing: border-box !important; overflow-wrap: break-word !important;"><img src="http://www.zonebrand.net/upload/images/201907081417330478.jpg" style="white-space: normal; float: none;"/><p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; max-width: 100%; clear: both; min-height: 1em; white-space: normal; font-family: 微软雅黑, "Microsoft YaHei", Arial, sans-serif; box-sizing: border-box !important; overflow-wrap: break-word !important;"> <p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; max-width: 100%; clear: both; min-height: 1em; white-space: normal; font-family: 微软雅黑, "Microsoft YaHei", Arial, sans-serif; box-sizing: border-box !important; overflow-wrap: break-word !important;"> <p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; max-width: 100%; clear: both; min-height: 1em; white-space: normal; font-family: 微软雅黑, "Microsoft YaHei", Arial, sans-serif; box-sizing: border-box !important; overflow-wrap: break-word !important;">第二，具有独特的可识别性。<p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; max-width: 100%; clear: both; min-height: 1em; white-space: normal; font-family: 微软雅黑, "Microsoft YaHei", Arial, sans-serif; box-sizing: border-box !important; overflow-wrap: break-word !important;"> <p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; max-width: 100%; clear: both; min-height: 1em; white-space: normal; font-family: 微软雅黑, "Microsoft YaHei", Arial, sans-serif; box-sizing: border-box !important; overflow-wrap: break-word !important;">品牌必须有自己独特而明显的核心元素。区别于竞争对手，吸引消费者的目光，给消费者留下深刻的印象。<p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; max-width: 100%; clear: both; min-height: 1em; white-space: normal; font-family: 微软雅黑, "Microsoft YaHei", Arial, sans-serif; box-sizing: border-box !important; overflow-wrap: break-word !important;"> <p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; max-width: 100%; clear: both; min-height: 1em; white-space: normal; font-family: 微软雅黑, "Microsoft YaHei", Arial, sans-serif; box-sizing: border-box !important; overflow-wrap: break-word !important;"> <p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; max-width: 100%; clear: both; min-height: 1em; white-space: normal; font-family: 微软雅黑, "Microsoft YaHei", Arial, sans-serif; box-sizing: border-box !important; overflow-wrap: break-word !important;"><img src="http://www.zonebrand.net/upload/images/201907081417331259.jpg" style="white-space: normal; float: none;"/><p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; max-width: 100%; clear: both; min-height: 1em; white-space: normal; font-family: 微软雅黑, "Microsoft YaHei", Arial, sans-serif; box-sizing: border-box !important; overflow-wrap: break-word !important;"> <p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; max-width: 100%; clear: both; min-height: 1em; white-space: normal; font-family: 微软雅黑, "Microsoft YaHei", Arial, sans-serif; box-sizing: border-box !important; overflow-wrap: break-word !important;">第三，易产生联想。<p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; max-width: 100%; clear: both; min-height: 1em; white-space: normal; font-family: 微软雅黑, "Microsoft YaHei", Arial, sans-serif; box-sizing: border-box !important; overflow-wrap: break-word !important;"> <p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; max-width: 100%; clear: both; min-height: 1em; white-space: normal; font-family: 微软雅黑, "Microsoft YaHei", Arial, sans-serif; box-sizing: border-box !important; overflow-wrap: break-word !important;">品牌的视觉不仅要便于记忆与识别，同时还要具备鲜明的意义联想，让人们可以寄托自己的各种期待。传达并不是单向地发出信息，而是有意义的交互。信息本身（包括图像、声音、气味等）反而应当像一个空无一物的容器，为信息的接收者留出想象空间，它们所给出的意义填充和容器共同完成信息传达。经过长久的传播，品牌可以达到形神合一的境界。也就是说，消费者一看到品牌的外在形象就可以联想到产品以及品牌的内在精神，比如可口可乐的红色和字体是其品牌的有效切入点，瓶子的轮廓会对消费者产生了情感方面的影响，就像NIKE的那个折钩一样已经超越了它本身，而成为运动的代表，象征着“just do it”的精神。<p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; max-width: 100%; clear: both; min-height: 1em; white-space: normal; font-family: 微软雅黑, "Microsoft YaHei", Arial, sans-serif; box-sizing: border-box !important; overflow-wrap: break-word !important;"> <p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; max-width: 100%; clear: both; min-height: 1em; white-space: normal; font-family: 微软雅黑, "Microsoft YaHei", Arial, sans-serif; box-sizing: border-box !important; overflow-wrap: break-word !important;"><img src="http://www.zonebrand.net/upload/images/201907081417331582.jpg" style="white-space: normal; float: none;"/><p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; max-width: 100%; clear: both; min-height: 1em; white-space: normal; font-family: 微软雅黑, "Microsoft YaHei", Arial, sans-serif; box-sizing: border-box !important; overflow-wrap: break-word !important;"> <p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; max-width: 100%; clear: both; min-height: 1em; white-space: normal; font-family: 微软雅黑, "Microsoft YaHei", Arial, sans-serif; box-sizing: border-box !important; overflow-wrap: break-word !important;"> <p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; max-width: 100%; clear: both; min-height: 1em; white-space: normal; font-family: 微软雅黑, "Microsoft YaHei", Arial, sans-serif; box-sizing: border-box !important; overflow-wrap: break-word !important;"><img src="http://www.zonebrand.net/upload/images/201907081417332129.jpg" style="white-space: normal; float: none;"/><p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; max-width: 100%; clear: both; min-height: 1em; white-space: normal; font-family: 微软雅黑, "Microsoft YaHei", Arial, sans-serif; box-sizing: border-box !important; overflow-wrap: break-word !important;"> <p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; max-width: 100%; clear: both; min-height: 1em; white-space: normal; font-family: 微软雅黑, "Microsoft YaHei", Arial, sans-serif; box-sizing: border-box !important; overflow-wrap: break-word !important;"> <p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; max-width: 100%; clear: both; min-height: 1em; white-space: normal; font-family: 微软雅黑, "Microsoft YaHei", Arial, sans-serif; box-sizing: border-box !important; overflow-wrap: break-word !important;">第四，冲击力是品牌在视觉表现上不可或缺的。 <p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; max-width: 100%; clear: both; min-height: 1em; white-space: normal; font-family: 微软雅黑, "Microsoft YaHei", Arial, sans-serif; box-sizing: border-box !important; overflow-wrap: break-word !important;"> <p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; max-width: 100%; clear: both; min-height: 1em; white-space: normal; font-family: 微软雅黑, "Microsoft YaHei", Arial, sans-serif; box-sizing: border-box !important; overflow-wrap: break-word !important;">如果品牌进入某个品类比较早，就能通过抢占某个特定的颜色建立其声誉。图形的对称、对比、重复等亦是加大冲击力的有效手段。<p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; max-width: 100%; clear: both; min-height: 1em; white-space: normal; font-family: 微软雅黑, "Microsoft YaHei", Arial, sans-serif; box-sizing: border-box !important; overflow-wrap: break-word !important;">视觉策略旨在为品牌进行全方位的视觉包装，实现其传播的战略价值，所包含的视觉形象并不局限于品牌商标或Logo设计，还包含主画面创意、VI设计优化、产品主视觉、包装设计风格等4个维度。<p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; max-width: 100%; clear: both; min-height: 1em; white-space: normal; font-family: 微软雅黑, "Microsoft YaHei", Arial, sans-serif; box-sizing: border-box !important; overflow-wrap: break-word !important;"> <p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; max-width: 100%; clear: both; min-height: 1em; white-space: normal; font-family: 微软雅黑, "Microsoft YaHei", Arial, sans-serif; box-sizing: border-box !important; overflow-wrap: break-word !important;"> <p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; max-width: 100%; clear: both; min-height: 1em; white-space: normal; font-family: 微软雅黑, "Microsoft YaHei", Arial, sans-serif; box-sizing: border-box !important; overflow-wrap: break-word !important;"><img src="http://www.zonebrand.net/upload/images/201907081417332910.jpg" style="white-space: normal; float: none;"/>

设计师如何构建品牌视觉表达力?

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