名字不名字是信息和心智的第一對接點。

       信息的有效性并非取決于名字在美學(xué)層面上的好壞,而是取決于名字合適與否。  

       以航空業(yè)標(biāo)識設(shè)計為例。美國國內(nèi)最大的四家航空公司為聯(lián)合航空( United Airlines)、美國航空(Ameri- can Airlines)、環(huán)球航空(Trans World Airlines),以及那么,你知道“美國第二大航空客運公司”的名字嗎?(借用某航空公司的一句廣告語)沒錯,是東方航空(Eastern Airlines)公司。和所有航空公司一樣,東方航空公司也曾經(jīng)大起大落。不幸的是,它失意的時候更多。

       旅客調(diào)查顯示,在他們心目中,東方航空公司在美國四大航空公司中一直為倒數(shù)第一。為什么?相對于全國性名字而言(如“美國”走和“聯(lián)合”),東方航空是一個地方性名字,因此它在潛在顧客心智中屬于不同的標(biāo)識設(shè)計類別。

       Names are not names. They are the first contact between information and mind.

       The validity of information does not depend on the aesthetic quality of the name, but on the appropriateness of the name.

       Take the logo design of aviation industry as an example. The four largest airlines in the United States are united airlines, Ameri can airlines and Trans World Airlines. Do you know the name of "the second largest passenger airline in the United States". Like all airlines, China Eastern Airlines has experienced ups and downs. Unfortunately, it is more frustrated.

        According to the passenger survey, China Eastern Airlines has always been the last one among the top four airlines in the United States. Why? Compared with national names such as "America" and "united", China Eastern is a local name, so it belongs to different logo design categories in the minds of potential customers.