“中国蓝”：色彩情感与品牌视觉形象实践研究-《集美大学学报》（哲社版）

文章信息/Info

Title:: “China Blue”:Research on Color Emotions and Brand Visual Image Practice

Author(s):: ZOU Wen-bing1; 2; ZENG Lu1; (1.School of Journalism & Communication,Huaqiao University,Xiamen 361021,China;2.Purple Academy of Culture & Creativity,Nanjing 210013,China)

摘要:: 在传统文化引领消费升级的当下，以色彩情感强化人们对品牌的记忆与认同，是区隔竞争品牌、赢得市场的关键。通过文献与历史研究法发现，“中国蓝”在宗教信仰、民族交融、文化交流等多维度具备重要的文化符号内涵与价值。同时，在色彩情感分析层面其具备知觉性、联想性与象征性等特征。因此，将“中国蓝”运用于品牌视觉形象实践时，需要强化其视觉性、遵循其文化性、突显其象征性、建构其识别性激发大众情感共鸣，从而有效提升民族品牌市场竞争力。

Abstract:: When traditional culture leads the upgrade of consumption,strengthening people’s memory and identification of a brand with color emotion is the key to distinguishing competing brands and winning the market.Through literature and historical research,it is found that “China Blue” has important connotation and value of cultural symbols in the multi-dimensions of religious belief,ethnic integration and cultural exchange.At the same time,it has the characteristics of perception,association and symbol on the level of color emotion analysis.Therefore,when applying “China Blue” to the practice of brand visual image,it is necessary to strengthen its visual appeal,follow its cultural character,highlight its symbolic connotation,and construct its identification to arouse the emotional resonance of the public,so as to effectively promote the market competitiveness of national brands.