孙思邈中医药文化品牌形象视觉语境研究

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【摘要】文章从消费者感知情感化设计视角出发，对新时代品牌形象重塑进行提炼总结，全面分析地域文化独特效应下品牌可视化，挖掘品牌中图形创意的灵感来源和独特的表现形式，图形语言融入美学美感，展现中医与艺术交融共生的文化现象，以期为新时代的中医药品牌设计提供新的思路。

【关键词】孙思邈中医；品牌形象塑造；图形语言；视觉语境；地域化

【DOI编码】10.3969/j.issn.1674-4977.2023.01.015

Research on the Visual Context of Sun Simiao’s Brand Image of Traditional Chinese Medicine Culture

SUI Gui-Min，LI Yong-lun

（Xi’an Polytechnic University，Xi’an 710048，China）

Abstract：Starting from the perspective of consumer perceived emotional design， this paper refines and summarizes the brand image reconstruction in the new era，comprehensively analyzes the brand visualization under the unique effect of regional culture，excavates the spiritual source and unique expression form of graphic creativity in the brand，integrates graphic language into aesthetic beauty，and shows the cultural phenomenon of the integration and symbiosis of traditional Chinese medicine and art， In order to provide new ideas for the brand design of traditional Chinese medicine in the new era.

Key words：Sun Simiao；traditional Chinese medicine；brand image building；graphic language；visual context；regionalization

孙思邈中医药文化作为有机的自然主义的中医文化，其天人合一、阴阳平衡、古今道德的文化特质深入民心且源远流长。（剩余4325字）