品牌设计对于中国当代企业的现实作用

在当今的信息社会中,许多企业的产品品质、功能、设计及促销手段都已趋于同类化,过多、泛滥的信息使消费者的消费倾向受到了直接、间接的干扰。为了使相同领域,处于同等技术水平或质量水平的企业呈现出不同的姿态、面貌、形象,品牌设计师利用设计理论及艺术表现力把企业或产品的独特理念设计、转化为统一的视觉符号,把许多受限制的、难以表现的信息整合出来,用超越一般的、常识性的手段来表现企业或产品的实质性内容,追求差别化效果,使企业或产品的形象拥有明确、统一的识别性。

The Realistic Function of the Brand Design towards the Chinese Modern Mompanies

In the modern informational society,the quality,function,design and promotion methods of the products of many companies are becoming nearly the same.The flooding information directly or indirectly interrupted the consumers’propensity to consume.To make the companies in the same area and on the same technology and quality level present different attitudes,visages and images,the brand designers use the design theories and the art expression to turn the unique concept design of the companies or products into a unified visual symbol,to integrate the information which is restricted and hard to express.They also use the methods which surpass the general and common methods to express the substantial content,to pursue different effects,and to make the images of companies and products have a clear and unified recognition.