摘要
随着品牌传播日益注重情感连接与个性化表达，字体设计作为视觉传达的重要组成部分，其在塑造品牌形象、传递情感信息中的作用愈发凸显。本研究旨在探讨字体设计在品牌传播中的情感表达机制及其对受众认知的影响，并通过实证分析揭示不同字体风格与品牌情感定位之间的关联性。研究采用定量与定性相结合的方法，首先通过深度访谈收集消费者对品牌字体的情感感知数据，随后运用眼动追踪技术与问卷调查法分析受众在接触不同字体设计时的注意力分配与情感反应。结果表明，字体设计不仅能够显著影响受众的品牌记忆度与情感认同感，还能够在潜移默化中塑造品牌的个性特征。具体而言，流畅圆润的字体更易传递温暖与亲和力，而棱角分明的字体则强化了品牌的现代感与专业性。此外，研究发现字体设计与品牌核心价值的一致性是提升传播效果的关键因素。本研究的创新点在于首次将眼动追踪技术引入字体设计的情感研究领域，并构建了字体风格与品牌情感定位的匹配模型，为品牌传播实践提供了科学依据与理论指导。这一成果有助于企业更精准地利用字体设计优化品牌形象，增强市场竞争力。
关键词：字体设计；品牌传播；情感表达；眼动追踪；字体风格
Abstract
As brand communication increasingly emphasizes emotional connection and personalized ex pression, typography design, as a crucial component of visual communication, has become more prominent in shaping brand images and conveying emotional messages. This study aims to explore the emotional ex pression mechanisms of typography design in brand communication and its impact on audience cognition, revealing the correlation between different font styles and brand emotional positioning through empirical analysis. A mixed-methods approach combining quantitative and qualitative research was adopted. Emotional perception data regarding brand fonts were first collected via in-depth interviews with consumers, followed by the use of eye-tracking technology and questionnaire surveys to analyze attention distribution and emotional responses of audiences when exposed to various font designs. The results indicate that typography design can significantly influence brand recall and emotional identification among audiences while subtly shaping the personality traits of brands. Specifically, smooth and rounded fonts are more likely to convey warmth and friendliness, whereas angular fonts enhance the modernity and professionalism of brands. Additionally, the study finds that consistency between font design and core brand values is a key factor in improving communication effectiveness. The innovation of this research lies in the first application of eye-tracking technology in the emotional study of typography design and the establishment of a matching model between font styles and brand emotional positioning, providing scientific evidence and theoretical guidance for brand communication practices. This outcome will assist enterprises in more precisely optimizing their brand images through typography design, thereby enhancing market competitiveness.
Keywords：Font Design; Brand Communication; Emotional ex pression; Eye Tracking; Font Style
目 录
摘要 I
Abstract II
一、绪论 1
(一) 字体设计与品牌传播的研究背景 1
(二) 情感表达与认知影响的研究意义 1
(三) 国内外研究现状分析 2
二、字体设计的情感表达机制 2
(一) 字体形态与情感传递的关系 2
(二) 字体风格对消费者情绪的影响 3
(三) 文化语境下的字体情感表达 3
三、字体设计在品牌传播中的认知作用 4
(一) 字体设计对品牌记忆的影响 4
(二) 字体可读性与信息传递效率 5
(三) 品牌一致性与字体选择策略 5
四、字体设计的实际应用与效果评估 6
(一) 不同行业字体设计的应用特点 6
(二) 字体设计在数字媒体中的表现 6
(三) 用户反馈与字体优化策略 7
结 论 8
参考文献 9
