尚晓燕,郭晓凌

• 1:对外经济贸易大学 国际商学院，北京 100029

摘要(Abstract)：

品牌标识作为企业一项重要的视觉资产，其设计是企业建设品牌资产、开展感官营销的关键环节，而洞察消费者对品牌标识设计的反应是首要前提。本文基于文献回顾，总结出品牌标识设计中的文字、图形和色彩三大主要元素，并从这三个方面梳理了消费者对品牌标识设计的反应，进而从设计的“美学吸引力”和“内涵意义”两个角度归纳出品牌标识设计影响消费者反应的情感路径和认知路径，最后从品牌标识整体设计、动画标识、视觉美学和文化方面探讨了该领域进一步的研究方向。

关键词(KeyWords)： 品牌标识;设计;品牌视觉资产;消费者反应

Abstract:

Keywords:

基金项目(Foundation): 对外经济贸易大学中央高校基本科研业务费专项资金资助（17YB15）；对外经济贸易大学中央高校基本科研业务费专项资金资助（CXTD9-03）；国家自然科学基金面上项目（71472044）

作者(Author): 尚晓燕,郭晓凌

DOI: 10.16538/j.cnki.fem.20191111.001

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