中国科技期刊研究 ›› 2019, Vol. 30 ›› Issue (2): 116-125.doi: 10.11946/cjstp.201808190737

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数字时代下科技期刊可变式品牌设计的弹性管理方法

何星池,李伍清,施妍   

  1. 杭州电子科技大学数字媒体与艺术设计学院,浙江省杭州市杭州经济开发区白杨街道2号大街1158号 310018
  • 收稿日期:2018-08-19 修回日期:2018-10-18 出版日期:2019-02-15 发布日期:2019-02-15
  • 作者简介:何星池(ORCID:0000-0003-2762-9514),博士,讲师,E-mail: 120361695@qq.com|李伍清,博士,高级经济师|施 妍,博士,讲师。
  • 基金资助:
    2016年度教育部人文社会科学研究基金项目(16YJA760018);2018年度浙江省教育厅科研项目资助(Y201840505)

Elastic management methods of flexible brand design for scientific journals in the digital era

HE Xingchi,LI Wuqing,SHI Yan   

  1. School of Digital Media and Art and Design, Hangzhou Dianzi University, 1158 Baiyang 2nd Street, Hangzhou Economic Development Zone, Hangzhou 310018, China
  • Received:2018-08-19 Revised:2018-10-18 Online:2019-02-15 Published:2019-02-15

摘要:

目的】 提高科技期刊在数字时代的品牌影响力,增强品牌设计管理的弹性。【方法】 从视知觉认知心理学角度出发,对科技期刊品牌的可变性、一贯性、趣味性的设计方法进行分析与总结。【结果】 基于用户视觉认知模式解构与重组的可变式识别能够有效强化品牌影响力。【结论】 科技期刊品牌设计管理及方法需要密切围绕品牌核心定位展开;通过结合位置、色彩、动态等基本要素形成范畴化概念,以适应新媒体特性,实现广泛传播;其视觉语言强调基于用户形成品牌识别的多平台趣味整合。

关键词: 数字媒体, 科技期刊, 设计管理, 品牌设计, 可变式识别

Abstract:

[Purposes] This paper aims to improve the brand influence of scientific journals in the digital era and enhance the elasticity of brand design and management. [Methods] From the perspective of visual perception cognitive psychology, we analyzed and summarized the design methods of scientific journals in terms of their brand variability, consistency, and interestingness. [Findings] The flexible identification based on the deconstruction and recombination of user visual cognition mode can effectively promote the brand influence. [Conclusions] The brand design and management methods of scientific journals need to be carried out closely around the brand core positioning. The concept of categorization is formed by combining basic elements such as location, color, and dynamics, so as to achieve wide dissemination by adapting to the characteristics of new media. Visual language emphasizes the interest integration of multi-platform based on user's brand identification.

Key words: Digital media, Scientific journal, Design and management, Brand design, Flexible identification