何云¹,李枭¹,林晶晶¹,王琳²

• 1:中山大学 管理学院，广东 广州 510275
• 2:中山大学 国际金融学院，广东 广州 510275

摘要(Abstract)：

品牌美学是由“通往感官世界”的具体元素构成的，其中由视觉元素构成的品牌视觉美学在消费者决策中的作用日益突出。学者们从各个角度对品牌美学中的视觉元素进行了研究，但这些研究庞杂而又零散，尚未形成一个系统化的框架。鉴于此，本文在对品牌美学的研究源起及概念内涵进行探讨的基础上，将品牌视觉美学划分为部分层面的视觉元素构成和整体层面的美学表达，并据此展开述评。部分层面的视觉元素研究主要包括色彩、形状、材质和位置，整体层面则分为视觉特征的客观表达和视觉风格的主观感知。本文的创新点在于，在对视觉元素研究现状进行综述的基础上，初步解构了审美体验形成的过程并构建了品牌视觉审美触发反应链。最后，本文提出了品牌视觉美学未来的研究方向。

关键词(KeyWords)： 品牌美学;视觉元素;设计风格;消费体验

Abstract:

Keywords:

基金项目(Foundation): 国家自然科学基金项目（71802202，71972190）；广东省自然科学基金项目（2021A1515011936）

作者(Author): 何云¹,李枭¹,林晶晶¹,王琳²

DOI: 10.16538/j.cnki.fem.20220513.301

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