田磊 毕业设计说明书-毕业论文.docx

天津工业大学毕业设计说明书“记忆达雪”酸奶品牌形象设计与推广姓 名 田 磊 学 院 艺术与服装 专 业 广告学 指导教师 郭 晶 职 称 讲 师 2016年5月15日摘 要酸奶在近些年来发展趋势逐步上升，在现今品牌竞争的年代，各种酸奶品牌、口味层出不穷，与此同时，酸奶的安全性成为人们关心的重点。为解决这一问题，课题针对大众对健康的关注，结合“高营养、高健康、无添加剂”酸奶的重要性，定位于个性化的年轻人对健康、营养、安全的需求，打造出青海当地特色酸奶，向消费者传达天然无添加的品质。以抽象故事的表现形式，突出品牌调性和品牌形象。通过对品牌形象、标志、系列化包装等设计，品牌整体塑造与推广，达到提升品牌在行业内的知名度的目的。更有利于酸奶品牌的推广与发展。关键词：酸奶；营养；健康；品牌形象ABSTRACTYogurt in recent years to gradually rise in the development trend, in the current era of brand competition, all kinds of yogurt brand, endless taste, at the same time, the security of yogurt has become the focus of concern. In order to solve this problem, subject to the public attention to health, combined with high nutrition, health, the importance of additive yogurt, located in personalized young people to health, nutrition, safety needs, to create a local characteristics of Qinghai yogurt, to consumer convey natural without the addition of quality. In the form of abstract story, highlight the brand and brand image. Through the brand image, logo, series of packaging design, the overall shape of the brand and promotion, to enhance the brand awareness in the industry. More conducive to the promotion and development of yogurt brand. Key words: Yogurt; Nutrition; Healthy; Brand image目录 TOC \o 1-3 \h \z \u HYPERLINK \l _Toc451855694 前 言 PAGEREF _Toc451855694 \h 1 HYPERLINK \l _Toc451855695 第一章 课题分析 PAGEREF _Toc451855695 \h 2 HYPERLINK \l _Toc451855696 1.1选题背景分析 PAGEREF _Toc451855696 \h 2 HYPERLINK \l _Toc451855697 1.2选题意义 PAGEREF _Toc451855697 \h 2 HYPERLINK \l _Toc451855698 第二章 选题构思 PAGEREF _Toc451855698 \h 4 HYPERLINK \l _Toc451855699 2.1品牌理念构思 PAGEREF _Toc451855699 \h 4 HYPERLINK \l _Toc451855700 2.2品牌意义构思 PAGEREF _Toc451855700 \h 4 HYPERLINK \l _Toc451855701 2.3视觉元素构思 PAGEREF _Toc451855701 \h 4 HYPERLINK \l _Toc451855702 2.4展台布置构思 PAGEREF _Toc451855702 \h 4 HYPERLINK \l _Toc451855703 第三章 设计思路说明 PAGEREF _Toc451855703 \h 5 HYPERLINK \l _Toc451855704 3.1设计宗旨 PAGEREF _Toc4518