孫思邈中醫(yī)藥文化品牌形象視覺語(yǔ)境研究

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【摘要】文章從消費(fèi)者感知情感化設(shè)計(jì)視角出發(fā)，對(duì)新時(shí)代品牌形象重塑進(jìn)行提煉總結(jié)，全面分析地域文化獨(dú)特效應(yīng)下品牌可視化，挖掘品牌中圖形創(chuàng)意的靈感來源和獨(dú)特的表現(xiàn)形式，圖形語(yǔ)言融入美學(xué)美感，展現(xiàn)中醫(yī)與藝術(shù)交融共生的文化現(xiàn)象，以期為新時(shí)代的中醫(yī)藥品牌設(shè)計(jì)提供新的思路。

【關(guān)鍵詞】孫思邈中醫(yī)；品牌形象塑造；圖形語(yǔ)言；視覺語(yǔ)境；地域化

【DOI編碼】10.3969/j.issn.1674-4977.2023.01.015

Research on the Visual Context of Sun Simiao’s Brand Image of Traditional Chinese Medicine Culture

SUI Gui-Min，LI Yong-lun

（Xi’an Polytechnic University，Xi’an 710048，China）

Abstract：Starting from the perspective of consumer perceived emotional design， this paper refines and summarizes the brand image reconstruction in the new era，comprehensively analyzes the brand visualization under the unique effect of regional culture，excavates the spiritual source and unique expression form of graphic creativity in the brand，integrates graphic language into aesthetic beauty，and shows the cultural phenomenon of the integration and symbiosis of traditional Chinese medicine and art， In order to provide new ideas for the brand design of traditional Chinese medicine in the new era.

Key words：Sun Simiao；traditional Chinese medicine；brand image building；graphic language；visual context；regionalization

孫思邈中醫(yī)藥文化作為有機(jī)的自然主義的中醫(yī)文化，其天人合一、陰陽(yáng)平衡、古今道德的文化特質(zhì)深入民心且源遠(yuǎn)流長(zhǎng)。（剩余4325字）