期刊论文

中文

武汉轻工大学学报

2095-7386

2019

38

3

63-67

10.3969/j.issn.2095-7386.2019.03.012

2017年度湖北省教育厅人文社会科学研究项目（201717D0500）； 2018年度湖北省教育厅人文社会科学研究项目（201818D053）；

本校为第一机构

随着生活方式的改变,注重健康和效率的轻食简餐、茶饮烘培等轻餐饮获得80后和90后年轻群体的青睐。本文从挖掘新生代消费升级的特征入手,探讨了轻餐饮品牌的视觉设计策略:如何做好品牌的精准定位、强调品牌的整体识别、打造形象及口味俱佳、有个性、体验感好的轻餐饮品牌,实现交互创新的品牌沟通策略。

With the change of life style,the light catering which focuses on health and efficiency,such as light meals,tea drink and bakery etc,has won the favor of the post-80 s and post-90 s generations. This article starts with the characteristics of the new generation’s consumption upgrading,discussing the strategic research on visual design of light catering brand:How to build a characteristic light catering brand with good image,taste and consumption experience based on accurately positioning the brands and emphasizing on brand identifi...