摘要
目的研究高校校徽设计中文化符号对文化意象认知的影响,总结具有高识别性、记忆性和艺术性的优秀校徽的文化符号的设计规律,为后期高等教育类标志设计提供参考。方法收集三十九所985工程高校的校徽图片,分解其文化符号,获得客观的高校校徽与文化符号之间的联系。在此基础上进行意象认知实验,邀请受众对这三十九所高校校徽的人文、教育、学校三种文化意象进行主观评分,获取主观的校徽和文化意象之间的联系。此后邀请专家团队采取焦点小组法对实验样本进行探讨和分析,得出高校校徽设计中文化意象的设计规律。结论校徽是一所学校内在精神的外在视觉表现,大学校徽作为大学品牌形象的核心元素推动着学校文化建设发展,在强调标志设计艺术性的同时应该考虑标志设计的识别性和记忆性。同一种文化符号采用不同的设计表现方式会产生不同的文化意象;不同的文化符号会产生不同的意象认知;受众对文字符号的文化意象认知高于人物和建筑类的文化符号。
The paper aims to summarize the design rules of cultural symbols used in excellent badge design with high identifiability,memorability and artistry by studying the effects of cultural symbols on cultural image cognition in design of badges for universities,and provides references for later logo design of higher education.School badge images of 39“985 project”universities were collected to deconstruct their cultural symbols to obtain the objective relationship between school badges and cultural symbols.The experiment of image cognition was carried out on this basis.Firstly,the audiences were invited to subjectively score 39 universities’badge design in three aspects including humanity,education and school to acquire the subjective relationship between school badges and cultural images.Then,team of experts was invited to employ the focus group method to discuss and analyze experimental samples.Finally,the design rules of cultural images in the design of badges for universities were concluded.School badge is the external vision expression of a school's internal spirit.As the core element of a university’s brand image,the school badge promotes the development of school culture.While emphasizing the artistry of logo design,the identifiability and memorability of logo design should be considered.Different expressions of design will make the same cultural symbol produce different cultural images.At the same time,different cultural symbols will bring about different cognition degrees,and literary cultural symbols are easier to be recognized than that of character and architecture.
作者
郑林欣
孙华锋
ZHENG Lin-xin;SUN Hua-feng(Zhejiang University of Science and Technology,Hangzhou 310023,China)
出处
《包装工程》
CAS
北大核心
2020年第4期244-251,共8页
Packaging Engineering
基金
浙江省哲学社会科学规划重点课题(18NDJC035Z)
关键词
985高校
校徽设计
文化符号
意象认知
“985 project”universities
badge design
cultural symbols
image cognition
