极简主义在品牌设计中的战略应用与价值评估
Strategic Application and Value Assessment of Minimalism in Brand Design

在当今商业领域竞争白热化、信息洪流汹涌的大背景下，品牌设计对于企业塑造独特形象、占据市场份额起着重要作用。而极简主义作为一种在现代设计领域影响力日增的风格理念，其在品牌设计中的应用研究具有重要现实意义。本文首先追溯了极简主义的起源，从早期西方现代艺术领域的发端，历经在建筑、产品等多领域的拓展演变，阐述其发展脉络。进而剖析其核心特点，包含简洁性、功能性、纯粹性及注重细节等方面。之后深入探讨极简主义在品牌设计各层面的应用。在品牌标志设计上，以简洁易记的形式凸显品牌特性；产品包装设计借助精简元素与环保材料突出产品；广告宣传设计凭借简洁画面与文案传递核心信息；品牌空间设计营造简洁舒适环境提升体验。通过对无印良品等案例的深度剖析，揭示极简主义为品牌带来的诸多价值，如提升辨识度、增强消费者认同感、精准传递品牌价值理念以及契合现代消费趋势等。本研究旨在为品牌设计提供系统的理论支撑与实践参考，推动品牌在市场竞争中实现卓越发展。
In the current business landscape, characterized by fierce competition and an overwhelming flood of information, brand design plays a crucial role in shaping a unique corporate image and securing market share. Minimalism, as a style concept with increasing influence in the modern design field, has significant practical importance in the study of its application in brand design. This paper first traces the origins of minimalism, from its early beginnings in the field of Western modern art, through its expansion and evolution in various domains such as architecture and product design, to outline its developmental trajectory. It then analyzes its core characteristics, including simplicity, functionality, purity, and attention to detail. The paper further delves into the application of minimalism in various aspects of brand design. In brand logo design, simple and memorable forms are used to highlight brand identity; in product packaging design, streamlined elements and eco-friendly materials are employed to accentuate the product; in advertising design, concise imagery and copy convey the core message; and in brand spatial design, a clean and comfortable environment is created to enhance the experience. By conducting an in-depth analysis of cases such as MUJI, the paper reveals the many values that minimalism brings to brands, such as improving recognizability, strengthening consumer identification, accurately conveying brand value concepts, and aligning with modern consumer trends. This study aims to provide a systematic theoretical support and practical reference for brand design, promoting brands to achieve outstanding development in market competition.