吉祥物设计

毕毕毕毕业业业业设设设设计（论计（论计（论计（论文）文）文）文）题题题题目目目目吉祥物在现代商业中的应用与发展吉祥物在现代商业中的应用与发展吉祥物在现代商业中的应用与发展吉祥物在现代商业中的应用与发展————————英博金龙泉啤酒有限公司吉祥物设计英博金龙泉啤酒有限公司吉祥物设计英博金龙泉啤酒有限公司吉祥物设计英博金龙泉啤酒有限公司吉祥物设计姓姓姓姓名名名名学学学学号号号号所在学院所在学院所在学院所在学院专业班级专业班级专业班级专业班级指导教师指导教师指导教师指导教师日日日日期期期期年月日第1页摘要吉祥物是伴随着人类的出现而产生的，它寄寓了人类追求幸福与和平的情感，同时又具有非凡的传播力。它不仅能诠释企业与品牌的个性，更重要的是它能在商业宣传活动中激发大众消费者的关注，起到宣传商品和促进商品销售的作用。如今，消费者渴望一种高品质生活，对艺术性的事物有所追求和向往，企业创作的优秀吉祥物能够把握消费者的心理，满足消费者的需求，激发消费者的购买欲望，使其所代表的产品能够在激烈的商品实战中脱颖而出，因此吉祥物被大量应用在各种大型体育活动或商业活动之中。目前英博金龙泉啤酒（湖北）有限公司在产品形象设计方面做的还不够，无法适应企业进一步发展的需要，因此，本文从吉祥物的起源开始谈起，对中国啤酒行业吉祥物的应用现状进行分析，并结合该公司的企业文化和行业特点，为该公司设计了一套企业吉祥物，以此来提升金龙泉啤酒有限公司的整体形象，并就此分析了吉祥物未来设计的发展趋向。关键词：吉祥物现代商业设计应用发展趋向第2页AbstractThismascotisaccompaniedbytheemergenceofhumanproduced,itshowsthehumanpursuitofhappinessandpeaceofemotions,whilethespreadwithextraordinarypower.Itisnotjusttointerpretbusinessandthebrand'spersonality,moreimportantly,itcanstimulateconsumptionofcommercialpromotionactivitiesofpublicconcern,toadvertisetheirproductsandpromotesalesofgoods.Today,consumerswanttohaveahighqualityoflife,somethingsontheartisticpursuitandlonging,corporatemascottograspthemindsofconsumers,tomeetconsumerdemand,stimulatethepurchasedesireofconsumers,itrepresentscommodityproductstocombatthefiercestandoutpreciselybecauseofthismascotisalargenumberofapplicationsinavarietyofmajorsportingeventsorcommercialactivities.ThecurrentimageintheproductdesignJinlongQuandoneenough,unabletoadapttotheneedsofenterprisedevelopment,therefore,thepaperbegantotalkabouttheoriginofthemascot,mascotoftheChinesebeerindustryapplicationstatusbegantoanalyzeandcombineInBevJinlongQuanBeer(Hubei)Co.,thecorporatecultureandindustrycharacteristics,thecompanydesignacorporatemascotinordertoenhancetheoverallimageofJinlongQuanBeerCo.,Ltd.,andanalyzedthedesignofthedevelopmenttrendofthefuturemascot.Keywords:Keywords:Keywords:Keywords:MascotModernbusinessDesignApplicationdevelopmenttrend第3页目录摘要.............................................................................................................................................1Abstract.........................................................................................................................................2目录.................................................................................................................................................3前言.............................................................................................................................................51吉祥物的起源和发展...............................................................................................................61.1吉祥物的概述....................................................................................................................61.2吉祥物的艺术风格特征......................................................................................................72吉祥物在现代商业中的应用...................................................................................................92.1吉祥物在现代商业中的兴起............................................................................................92.2中国啤酒行业吉祥物应用的分析....................................................................................112.2.1中国啤酒行业现状调查..........................................................................................112.2.2吉祥物在啤酒行业的应用......................................................................................123英博金龙泉啤酒（湖北）有限公司吉祥物设计.................................................................153.1英博金龙泉啤酒（湖北）有限公司吉祥物设计定位..................................................153.2金龙泉吉祥物的命名......................................................................................................173.3金龙泉吉祥物设计的基本原则......................................................................................183.4吉祥物设计的创意..........................................................................................................183.5吉祥物的形象选择..........................................................................................................193.6吉祥物色彩的选择..........................................................................................................193.7吉祥物的五官动态设计..................................................................................................20第4页3.7.1金龙泉吉祥物的五官设定.........................................................................................213.7.2吉祥物的动势设定.....................................................................................................224吉祥物设计的新趋向.............................................................................................................244.1绿色环保的设计理念......................................................................................................244.2注重新技术和新材料的运用............................................................................................254.3后期应用的便利性............................................................................................................25结论............................................................................