摘要
随着商品经济的发展与消费市场的格局变化,品牌风格呈现出多元化发展趋势。极简主义因其独特的风格及简约优雅、返璞归真等特点受到消费者的喜爱,一些品牌经营者开始试图将极简主义应用于品牌建构过程,以期获得差异化竞争优势。近年来,以无印良品为代表的极简主义品牌案例引起学界与业界的高度关注。本文试图梳理极简主义发展的历史脉络,探讨极简主义代表品牌中"简"的具象呈现,进而探索极简主义在品牌建构中的应用策略。
With the development of commercialization,market shift vastly and brand style becomes diversified.Minimalism gain popularity among consumers because of its simplicity.Some brand began to apply minimalism in their brand construction to obtain the competitive advantage of differentiation.Recently,minimalist style brand like MUJI have attracted great attention.This research attempts to make a systematic review of the development of minimalism,explore the presentation of"Simplicity"in the brands of minimalism,and the strategy about how brand apply minimalism in their brand construction.
作者
臧丽娜
宋瑞祺
Zang lina;Song Ruiqi
出处
《艺术设计研究》
CSSCI
2020年第5期85-90,共6页
Art & Design Research
关键词
极简主义
品牌建构
应用策略
minimalism
brand construction
application strategy
作者简介
臧丽娜,山东大学新闻传播学院,教授,博士;宋瑞祺,山东大学新闻传播学院,硕士,研究生。
