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摘要：展示设计是企业经营推广的重要环节和手段。现代展示空间是根据人们的行为方式把一定的空间组织起来，通过设计分割空间，从而达到划分不同功能区域的目的。与以往传统展示空间不同的是更重视展示元素的分析和运用。
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展示设计往往着重于对企业品牌形象的表达。品牌形象是商业展示的核心，展示过程是企业品牌形象推广的有效载体。两者互相依托，互相推进，密不可分。
品牌的形象设计，必须扎根于品牌的自身特点、时代背景、传播销售渠道、政治土壤等差异。与此同时，品牌的形象设计必须遵循品牌生命周期的发展规律，紧密结合当今的视觉设计，展开一系列的品牌推广和再设计工作。品牌还必须坚持将目标受众需求作为品牌生存的核心目标来思考，按照市场规律操作，有效实施品牌建设工程，才能发挥好视觉设计传达带给品牌的作用，逐步提升品牌的价值和竞争力，将品牌的视觉形象深深根植在受众的心中。
本论文通过对展示设计中品牌形象传达的方式、强调展示设计中品牌形象的重要性，论述其存在的意义这三个方面来展开讨论，并且以“双妹”——以上海名苑为文化个性，重新被激活的高端跨界的百年国货品牌为例子进行分析设计。5262
关键词：品牌形象、重塑、双妹
Remodeling of the show brand image design
Abstract: Display design is an important part of business promotion .Modern exhibition space achieves the purpose of piding different functional areas through organizing and seperating spaces which is based on people’s behavior. On the contrary, the traditional exhibition space is more emphasis on the analysis and the use of the display elements.
Display design is an important part of business promotion .Modern exhibition space achieves the purpose of piding different functional areas through organizing and seperating spaces which is based on people’s behavior. On the contrary, the traditional exhibition space is more emphasis on the analysis and the use of the display elements.
Brand image design must be rooted in the brand's own characteristics, historical background, dissemination of sales channels and political soil differences. At the same time, the brand image design must follow the law of development of the brand’s life cycle, closely combined with today's visual design, a series of brand promotion and re-design work. Brand also must adhere to the target audience needs to think about as the core of the brand survival target, operating in accordance with the laws of the market, the effective implementation of brand-building projects, in order to play the role of good visual design to convey to bring the brand. Gradually enhance the value and competitiveness of the brand, the visual image of the brand is deeply rooted in the hearts of the audience.
This paper to discuss the show the way to convey brand image design, emphasizing the importance of the brand image in the display design, and discusses the significance of its existence. According the centennial domestics brands ”ShuangMei” which is re-activated by a cultural label of ShangHai Ladies，we’ll analysis and re-design the brand.
Keywords: Brand image, remodeling, ShuangMei
目录
引言 4
绪论 4
（一）研究的目的与意义 4
（二）国内外研究的背景及发展 4
（三）论文采用的研究方法与手段 4
一、展示设计中品牌形象传达的方式 4
（一）展示设计中光影的运用 5
1. 光的作用 5
2. 影的作用 5
3. 光与影的关系 6