摘要
随着社交媒体的迅猛发展，品牌传播方式逐渐从传统单向传递转向互动式、沉浸式的多维体验，品牌故事化视觉传达设计在这一过程中展现出独特价值。本研究旨在探讨品牌故事化视觉传达设计在社交媒体营销中的应用策略及其效果，通过结合叙事理论与视觉传播理论，分析其对消费者情感连接和品牌忠诚度的影响。研究采用定量与定性相结合的方法，首先通过问卷调查收集消费者对品牌故事化视觉内容的认知与反馈，同时运用案例分析法深入剖析成功品牌的实践路径。结果表明，品牌故事化视觉传达设计能够显著提升用户参与度与品牌认同感，尤其是在情感共鸣、文化融入和个性化表达方面具有突出优势。本研究的创新点在于首次提出“情感—文化—互动”三位一体的设计框架，并验证了其在实际营销中的有效性。这一框架不仅为品牌提供了系统化的视觉设计思路，还为社交媒体营销策略的优化提供了理论支持，从而推动品牌传播向更具深度和温度的方向发展。
关键词：品牌故事化视觉传达；社交媒体营销；情感共鸣；文化融入；互动设计
Abstract
With the rapid development of social media, brand communication has gradually shifted from traditional one-way transmission to interactive and immersive multi-dimensional experiences, during which narrative-based visual communication design has demonstrated unique value. This study aims to explore the application strategies and effects of narrative-based visual communication design in social media marketing by integrating narrative theory with visual communication theory to analyze its impact on consumer emotional connection and brand loyalty. A mixed-methods approach was employed, involving a questionnaire survey to collect consumers' perceptions and feedback on narrative-based visual content, as well as case analysis to deeply examine the practical approaches of successful brands. The results indicate that narrative-based visual communication design significantly enhances user engagement and brand identification, particularly excelling in evoking emotional resonance, cultural integration, and personalized ex pression. The innovation of this study lies in the first-time proposal of a tripartite design fr amework centered on "emotion-culture-interaction," whose effectiveness in actual marketing practices has been validated. This fr amework not only provides brands with a systematic approach to visual design but also offers theoretical support for optimizing social media marketing strategies, thereby promoting brand communication toward a direction characterized by greater depth and warmth.
Keywords：Brand Storytelling Visual Communication; Social Media Marketing; Emotional Resonance; Cultural Integration; Interactive Design
目 录
摘要 I
Abstract II
一、绪论 1
(一) 品牌故事化视觉传达设计的研究背景 1
(二) 社交媒体营销中品牌故事化的意义 1
(三) 国内外研究现状与发展趋势 1
二、品牌故事化视觉传达的核心要素 2
(一) 故事内容的构建与情感共鸣 2
(二) 视觉语言的选择与表达策略 3
(三) 品牌个性与视觉风格的统一 3
(四) 用户体验在故事化设计中的作用 4
三、社交媒体平台的品牌故事化实践 4
(一) 不同社交媒体的特点与适配策略 4
(二) 视觉叙事在短视频平台的应用分析 5
(三) 图文结合在静态社交媒体中的表现 5
(四) 用户互动对品牌故事传播的影响 6
四、品牌故事化视觉传达的效果评估与优化 6
(一) 故事化设计对用户参与度的影响 6
(二) 数据驱动的品牌故事效果评估方法 7
(三) 可视化反馈在优化设计中的应用 7
(四) 品牌忠诚度与故事化设计的关联性 8
结 论 9
参考文献 10
