孫思邈中醫(yī)藥文化品牌形象視覺語境研究

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【摘要】文章從消費者感知情感化設計視角出發(fā)，對新時代品牌形象重塑進行提煉總結(jié)，全面分析地域文化獨特效應下品牌可視化，挖掘品牌中圖形創(chuàng)意的靈感來源和獨特的表現(xiàn)形式，圖形語言融入美學美感，展現(xiàn)中醫(yī)與藝術交融共生的文化現(xiàn)象，以期為新時代的中醫(yī)藥品牌設計提供新的思路。

【關鍵詞】孫思邈中醫(yī)；品牌形象塑造；圖形語言；視覺語境；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)藥文化作為有機的自然主義的中醫(yī)文化，其天人合一、陰陽平衡、古今道德的文化特質(zhì)深入民心且源遠流長。（剩余4325字）