厦门旅游纪念品品牌视觉形象设计的问题与对策

摘要

Using CIS and VI ideas,an empirical study was made about Xiamen tourist souvenirs visual identity design.The visual images are found to be vague rather than clear,general rather than unique,and individual rather than strong and systematical.The paper recommends some aspects to start innovation such as distinguished visual identity system,rich graphics and colors from tradition,borrowing of folk art techniques,and unique aesthetic perspective and modern serializing design.The visual images and brand awareness of Xiamen travel souvenir brands can then be expected to rise high.%运用企业形象识别系统和视觉形象识别理论,从视觉形象设计的视角,在实证调研的基础上分析厦门旅游纪念品品牌视觉形象设计存在的问题及对策。发现厦门旅游纪念品牌视觉形象存在视觉识别不够明确、缺乏本土特色、系统性不足等问题;指出应以明确的视觉识别系统,丰富的传统图形和色彩元素,利用民间美术创作手法,采用独特的审美视角和系列化现代设计理念等为出发点和创新点,大力提升厦门旅游纪念品品牌的视觉形象和品牌知名度。