误区一:只给企业挑刺
Misunderstandings one: only prick the enterprise
视觉调研常常被大家误解为:就是给企业专门挑刺。其实一整套科学的视觉诊断无关挑刺,而是客观的为品牌视觉进行分析研究,终找出阻碍品牌发展的问题点。当然对于发展中优势一定要鼓励与发扬。只给企业挑刺的做法,带来坏的结果是:忽略了企业真实状况,片面主观的思维就会占了上风。即便调研的再仔细也会出问题。
Visual research is often misunderstood as: it is a special challenge to enterprises. In fact, a whole set of scientific visual diagnosis is not related to prick, but objectively analyzing and studying brand vision, and finally finding out the problems that hinder brand development. Of course, we must encourage and carry forward the advantages of development. The only way to do business is to ignore the real situation of enterprises and one-sided subjective thinking will prevail. Even careful research can be a problem.
只给企业挑刺,等于把过去的品牌视觉发展都判了死刑。这样无非有两种结果:,挑刺太多,好的视觉表现很可能被否定,所有的判断将失去公允,标准很难定下来,徘徊纠结止步不前,可能在几年内也没有正向改变。第二,全盘否定,重新来过,多调研一次多一次损失,每次可能都是新的形象,没有继承性。
Only to prick the enterprise is equal to the past brand visual development has been sentenced to death. There are two kinds of results: first, too many prick, good visual performance is likely to be denied, all the judgments will be lost fair, the standard is difficult to settle down, lingering entanglements to stop, may not be in a few years to change. Second, totally negate, revisit, lose more research and lose once again, every time it may be a new image without inheritance.
误区二:只管视觉层面
Misunderstandings two: visual level
济南vi设计
光影社张辉认为,无策略不视觉。品牌视觉出现问题,往往不是视觉本身的事,大多数情况是品牌策略出现了偏差。因此,打造品牌视觉,不能为了视觉而视觉,我们终的目的是什么?不是好看,而是终为品牌服务,这一点很关键。根据多年的实践,企业在打造视觉的时候通常是在用美学观点来做事。我们不能一棒子打死,至少只做对了一半,先考虑品牌策略是否对路才是关键所在。先做对,再做美,就是这个道理。
The light and shadow society, Zhang Hui, believes that no strategy is not visual. The problem of brand vision is often not a matter of vision itself. In most cases, there is a deviation in brand strategy. Therefore, the brand vision, not for visual and visual, what is our ultimate goal? Not good - looking, but ultimately for the brand service, this is critical. According to many years of practice, enterprises usually do aesthetic work when they create vision. We can not kill a stick, at least half done. First consider whether the brand strategy is the right way. To do the right first, and then to do the beauty, that is the truth.
误区三:只研究过去状况
Misunderstandings three: only study the past
客观地讲,在品牌视觉调研过程中,对品牌过去的视觉状况进行研究只是步。充分了解该品牌在过去是什么样的策略?什么样的表现风格?什么样的传播方式?什么样的品牌影响力?这些是基础的研究。之前谈过,是所谓的过去式研究。
Objectively speaking, in the process of brand visual research, it is only the first step to study the past visual status of the brand. What kind of strategy is the brand in the past? What style of performance? What type of communication? What kind of brand influence? These are the most basic research. Before, it was called the past type of study.

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