《视觉营销和推广》课程教学大纲（中英文）

1、- 7 -视觉营销和推广教学大纲课程代码074104551课程名称视觉营销和推广英文名称Visual marketing and promotion课程类别学科基础课课程性质必修学时总学时：48 上机学时：48 实验学时：实践学时：0学分3开课学期5开课单位设计学院适用专业服装与服饰设计授课语言中文先修课程设计基础III课程对毕业要求的支撑本课程对学生达到如下毕业要求有如下贡献：1.2.3.4.51.设计知识：版式设计原理和视觉美学的知识：掌握并运用视觉心理学及信息设计相关知识，对具体版面媒介设计打下基础。2.问题分析：能够应用本专业基本原理、方法和手段分析版面信息传递相关的问题，以获得有效结

2、论。3.设计/开发解决方案：能够针对具体的版面（例如书籍、界面、海报、展板）等信息媒体，准确定位信息传达的要点，寻求版面的视觉流程，设计满足特定需求的图形设计和字体设计，并能够在设计环节中提升创新意识，考虑社会、健康、安全、文化等因素。4.研究：能够基于视觉心理学及信息设计原理对版面问题进行研究，包括网格系统及其功能、媒介特点、图像信息、文字信息、色彩信息的研究，最终得到合理的方案。5.使用现代工具：能够针对媒介设计的特点，选择与使用恰当的信息内容、资料收集手段、有效运用软件在设计过程中加以运用。课程目标通过本课程的学习，学生将具备以下能力：（1）初步的版式设计规范、概念和理论1、2（2）掌握

3、基本版式设计思维和专业现代基本工具使用技能的训练。1、2、3、5（3）科学的工作方法：对版式设计内容体系的初步认识，对设计过程的感性认识和一般了解，对中外优秀版式设计作品即自己的设计进行初步的评价，并能完成个人或团队的汇报。1、2、4课程简介本课程注重理论和实例的讲解，丰富的优秀案例解析内容，将成为学生视觉营销设计的重要基础和实践参考。通过本课程的学习使学生熟悉和了解有关视觉营销的相关内容，包括设计产品与品牌的标志设计、招牌设计、橱窗设计、店面布局设计、展示架的应用设计、壁面展示设计、产品展示与POP位置的选择、照明灯光的运用等。使学生能充分意识到视觉形象设计的重要性，并能根据具体产品的特征来

4、独自进行商品的陈列设计、展示设计、店面布局设计等。 教学内容与学时分配本课程共七章内容，总学时：48学时（一）视觉设计在产品营销和推广中的作用（6学时）视觉设计效果对消费者行为的影响视觉是引发购买兴趣的要点利用视觉设计塑造品牌形象视觉设计的服务功能经典案例赏析视觉设计概述（8学时）视觉设计元素视觉设计色彩视觉设计中字体的应用视觉设计构图经典案例赏析服装类产品营销中的视觉设计（8学时）陈列空间设计产品展示设计 橱窗设计广告的运用灯光与照明营销人员的仪容仪表其他感官设计（气味、音乐等）经典案例赏析（四）服饰商品系统的陈列设计（5学时）1、系统陈列的原理2、典型系统陈列方法（五）视觉营销设计实例（6

5、学时）1、服饰商品的特点2、不同类型店铺的视觉营销设计实例（六）视觉营销实践（12学时）1. 制定展示陈列方案2. 设计方案的实施3. 典型展示陈列设计简介4服饰陈列管理技术（七）发散思维（3学时）1. 浅谈大数据时代背景下的视觉营销和推广实验教学（包括上机学时、实验学时、实践学时）总学时：48教学方法课程教学以课堂教学、课外作业、案例分析、综合讨论、计算机实操等方式共同实施。考核方式本课程注重过程考核，成绩比例为：平时作业和课堂表现：30%课程作业：70%教材及参考书现用教材：赵佳寅，版式设计，东北师范大学出版社， (十二五规划教材)1 于凯 编著，版式设计编排与实战，清华大学出版社参考教材

6、：2 英 萨帕特拉 著，版式设计培训教程， 上海人民美术出版社3 吴艺华 著，版面设计，上海人民美术出版社4 杨大筠 编，视觉营销，中国纺织出版社5 张辉明 著，展示设计实务，三采文化出版社“Visual marketing and promotion” SyllabusCourse Code074104551Course TitleVisual marketing and promotionCourse CategorySpecialty Basic CourseCourse NatureCompulsory CourseClass HoursTotal hours: 48 On-campu

7、s hours: 48 Experimental hours: Practical hours: 0Credits3Semester5InstituteSchool of DesignProgram OrientedFashion and Accessories DesignTeaching LanguageChinesePrerequisitesDesign Basics3Student Outcomes (Special Training Ability)This course contributes to the following graduation requirements for

8、 students: HYPERLINK 1.2.3.41.2.3.4.51. Design knowledge: typographic design principles and visual aesthetics knowledge: master and apply knowledge of visual psychology and information design to lay the foundation for specific layout media design.2. Analysis of the problem: The basic principles, met

9、hods and means of the profession can be applied to analyze the problems related to the transmission of the layout information to obtain effective conclusions.3. Design/development solution: It can accurately locate the key points of information transmission for specific media such as books, interfac

10、es, posters, exhibition boards, etc., seek the visual process of layout, design graphic design and font design to meet specific needs. And can enhance the sense of innovation in the design process, considering social, health, safety, culture and other factors.4. Research: Based on the principles of

11、visual psychology and information design, we can study the layout problems, including the grid system and its functions, media characteristics, image information, text information, color information research, and finally get a reasonable plan.5. Use modern tools: Ability to select and use appropriat

12、e information content, data collection methods, and effective use of software in the design process.Course ObjectivesThrough this course, students will have the following skills:(1) Preliminary layout design specifications, concepts and theories 1, 2(2) Master the training of basic layout design thi

13、nking and professional modern basic tools. 1, 2, 3, 5(3) Scientific working methods: a preliminary understanding of the layout design content system, a perceptual knowledge and general understanding of the design process, a preliminary evaluation of the Chinese and foreign excellent layout design wo

14、rks, that is, their own design, and can complete the individual or team report. . 1, 2, 4Course DescriptionThis course focuses on the explanation of theory and examples, and the rich and excellent case analysis content will become an important foundation and practical reference for students visual m

15、arketing design.Through this course, students will be familiar with and understand the relevant content of visual marketing, including logo design of design products and brands, signboard design, window design, store layout design, display design application, wall display design, product display and

16、 POP. The choice of location, the use of lighting, etc. The students can fully realize the importance of visual image design, and can independently display the product display design, display design, store layout design and so on according to the characteristics of specific products.Teaching Content

17、 and Class Hours DistributionThis course has a total of 7 chapters, total hours: 48 hours(1) The role of visual design in product marketing and promotion (6 hours)1. The effect of visual design effects on consumer behavior2, vision is the main point of buying interest3. Use visual design to shape th

18、e brand image4, visual design service function5, classic case appreciation(2) Overview of visual design (8 hours)1, visual design elements2, visual design color3, the application of fonts in visual design4, visual design composition5, classic case appreciation(3) Visual design in the marketing of cl

19、othing products (8 hours)1, display space design2, product display design3, window design4, the use of advertising5, lighting and lighting6, the grooming of the marketing staff7, other sensory design (smell, music, etc.)8, classic case appreciation(4) Display design of the apparel product system (5

20、hours)1, the principle of system display2, typical system display method(5) Visual marketing design example (6 hours)1. Characteristics of apparel products2. Visual marketing design examples for different types of stores(6) Visual marketing practice (12 hours)1. Develop a display plan2. Implementati

21、on of the design plan3. Introduction to typical display design4. Clothing display management technology(7) Divergent thinking (3 hours)1. Talking about visual marketing and promotion under the background of big data eraExperimental TeachingTotal hours: 48Teaching MethodThe course teaching is implemented in the form of classroom teaching, homework assignment, case analysis, comprehensive discussion, and computer practice.Examination MethodThis course focuses on process assessme