The Research Of The Sense Of Geometrical Volume In Brand Image Design

The main purpose of this graduation design is to explore the sense of volume of geometrical morphology,and to apply this research conclusions to the brand image design.In other words, the thesis attempts to investigate the geometric shape features and the different senses of volume of these features,approach the influences and practical value of them from three angles: color, shape and the environment. Then, this thesis try to take the "root three" brand as the object combining with the psychological needs of consumers for creating a unique visual brand through different volume shapes,giving consumers a good visual experience and attracting consumers to purchase products. Through in-depth analysis of the sense of volume of geometrical morphology,it provides new design ideas and design innovations for brand image.The part of design requirements report:mainly through research and analysis,let us understand that the trend of the current brand image visual feature is in favor of simple fashion and geometric features. As for the current major consumer, their design preferences are more inclined to modern minimalist style. It provides me the demand-driven that I should research the brand vision from the point of geometry. At the same time,I have understood the intrinsic value and aesthetic significance of the sense of volume of geometrical morphology, and explained the close links through practical examples between the sense of volume and brand culture, industry characteristics, the audience crowd.The part of research report of the sense of geometrical volume: mainly in the theoretical basis of color characteristics studied by Johannes Itten and Goethe, and reference to Kandinsky’s study about the relationship between shape and color and the weight of the picture. I try to analyse the visual characteristics of different geometrical volume. Report mainly focuses on the three basic factors which influence the sense of volume —— color, shape and the environment. The research conclusion is that the form which has the higher lightness, higher purity and warmer color possesses the more intense a sense of volume, the form which has the Sharp shape possesses the more intense senseof volume; the form which has the more heavy surrounding possesses the more intense sense of volume. The research results not only help designers understand the morphology of volume characteristic in the picture,grasp the basic application of the form,but also control the picture for meeting design requirements.The part of design process report: Firstly through the analysis of market and consumer,I have learned that as for commodity brand,it is necessary to establish its own brand connotation and the correct brand image. I take the "root three" brand as the object,which has been branded as the modern, simple, stylish. On the basis of a sense of volume of theoretical research, I apply the varied language of geometry to the brand image design and the entire visual system. By the crash of geometry and geometric, through the combination of geometry and products, it not only shows a unique and attractive brand visual,but also eliminates the sense of weakness accompanied with a single product,bringing warmth to the urban youth.Design content of Brand image is mainly oriented as visual needs of the younger generation, guided with the theory of the geometric sense of volume.I try to design a logo with the intense sense of volume, the vivid supporting graphics, and several products posters, picture album and other extension products combining with the geometry and product. This brand image design not only attracts the attention of consumers and guides them to buy products with the vivid visual language, but also verifies the application value and practical significance of the theory of the geometric sense of volume.