基于视知觉理论的中国自主品牌汽车标志设计
摘 要：汽车工业的飞速发展使得我国不少自主汽车品牌谋求转型和远大的发展，车标的的更新换代在所难免。基于视知觉理论对汽车标志设计的审美特点、美学规律、造型规律与方法进行系统深入的梳理，思考未来的设计走向。未来车标设计向扁平化、质感化、简约化、情感化等方向发展，自主汽车品牌更需要注意设计的连贯性、传承性、视觉张力的明晰以及情感化的表达。
关键词：自主品牌；车标；视知觉理论
中图分类号：TB472 文献标识码：A
文章编码：1672-7053(2017)10-0050-02
Abstract：Purpose The rapid development of the automobile industry makes many independent automobile brands in China seek transformation and lofty development, the renewal of the vehicle standard is inevitable. Based on the theory of visual perception, the aesthetic characteristics, aesthetic rules, modeling rules and methods of car logo design are systematically analyzed, and the future design trend is considered. Conclusion The future design of the vehicle to the flat, texture, simplification, emotional and other direction of development, independent car brand need to pay attention to the design of coherence, inheritance, visual clarity and emotional expression.
Key Words：own brand; Logo; Visual perception theory
