摘要：  本文主要探讨了品牌文化与品牌精神的传播如何在展示设计内容得到充分体现，追求如何打造一个“能够让大众能够看得懂”并且力求传播品牌文化，加深品牌精神在大众认知中的影响的品牌精神展。57649

随着商品经济的发展和市场竞争的日益激烈,人们的消费水平在逐步增长，甚至在我国，可以称之为是消费水平在飞速增长的这个大环境下，也带动起了各自对于奢侈品，大牌商品的需求量的不断增加。因此，品牌的精神文化体现也必须能够做到拉近与消费者的距离，让消费者真正的理解了该品牌的精神，从而生出亲近感，在消费者与群众心中有一定的地位，这也是需要用展示设计来体现的。

品牌文化不光是在建设上是一个品牌成功的关键，更是在品牌文化精神上的传播上成为一个品牌是否成功，是否能在众多品牌中脱颖而出，从而成为真正的一线国际大牌，有着重要的关系。

  现代展示设计中，展示的基本要素是空间与陈列艺术，有时，整个展示区域的外观也是体现品牌文化精神的载体，在某种程度上,陈列艺术、外观的设计、空间的布局是构成展示设计的血肉与骨架，然而与参观者的互动交流，则是展示设计的灵魂。因此，设计师应格外注如何处理空间布局、展示方式和参观者这三者之间的关系，强调参观者在过程中的参与程度以及与展示内容的互动交流。

毕业论文关键字：展示设计、品牌文化、品牌精神、展示空间、外观

Exhibition design and the study of the spirit of the brand -- LOUIS VUITTON brand culture

(LOUIS VUITTON’s magic box)

Abstract: This paper mainly discusses the spread of brand culture and brand spirit how in display design content to be fully reflected, the pursuit of how to build a "can let the public can understand" and strive to disseminate brand culture, enhance the spirit of the brand in the public awareness of the spirit of the brand exhibition.

With the development of commodity economy and market competition is fierce day by day, people's consumption level is gradually growing, even in our country, as consumption levels in the rapid growth of the environment, also led to the respective for luxury and big commodity demand increased. Therefore, the spirit of the brand culture reflected must also be able to do to narrow the distance with consumers, to allow consumers to truly understand the spirit of the brand, to give birth to a sense of intimacy, in the minds of consumers and the masses have a certain position, which is the need of display design to reflect.

Brand culture is not only in construction is a key to the success of the brand, is in the spirit of the brand culture communication become the success of a brand, whether can stand out among the many brands, thus becoming the real line of international big, has a important relationship.

Modern display design, and shows the basic elements is the space and display of art. Sometimes, the appearance of the display area is a manifestation of the carrier of the spirit of the brand culture, in some extent, display art, appearance design, space layout is exhibition construction design of flesh and blood and bone frame. However, the interaction with the visitors is to show the design of the soul. Therefore, designers should pay extra note on how to deal with the relationship between space layout, display mode and the three visitors, emphasizing the participation of visitors in the process and interactive communication with the display content.

Key words: display design, brand culture, brand spirit, exhibition space, appearance

目录1

摘要 2

一、绪论 4

（一）研究的目的与意义