为了揭示期刊封面更新对受众知觉、态度及品牌形象的影响，探讨期刊封面更新策略，更好地提升期刊品牌形象。本文选取了三种学术类期刊和三种通俗类期刊作为刺激材料，以大学生（作为通俗类期刊的读者）和大学教师（作为学术类期刊的读者和作者）为调查对象。研究表明，两类期刊的封面更新均能显著增强受众的愉悦、兴奋和视觉上的审美享受；均能显著增强受众对期刊的持续关注、认可度、购买/收藏意愿以及发表意愿；同时能显著增强受众对期刊品牌活力的积极感知，增加好评和推荐。两类期刊封面更新的感知存在差异，通俗类期刊封面更新的受众知觉、态度及品牌形象的正面/积极感知要高于学术类期刊，这与教师存在学术期刊发表难度有关。无论何种类型的期刊，都需要平衡好品牌识别、办刊活力与审美愉悦的关系，在保持品牌识别的基础上，加强期刊封面更新设计与管理，增强期刊封面的审美愉悦与活力感知，提升期刊品牌形象。

In order to reveal the impact of journal cover updates on audience perception, attitude, and brand image, and explore strategies for journal cover updates, in order to better enhance the brand image of the journal. This article selected three academic journals and three popular journals as stimulus materials, and surveyed college students (as readers of popular journals) and university teachers (as readers and authors of academic journals). Research shows that both types of journal cover updates can significantly enhance the audience's pleasure, excitement, and visual aesthetic enjoyment; It can significantly enhance the audience's sustained attention, recognition, willingness to purchase/collect, and willingness to publish the journal; At the same time, it can significantly enhance the audience's positive perception of the vitality of the journal brand, increase positive reviews and recommendations. There is a difference in the perception of cover updates between the two types of journals. The audience perception, attitude, and positive/positive perception of brand image of popular journal cover updates are higher than that of academic journals, which is related to the difficulty of academic journal publication for teachers. Regardless of the type of journal, it is necessary to balance the relationship between brand recognition, publication vitality, and aesthetic pleasure. On the basis of maintaining brand recognition, it is necessary to strengthen the design and management of journal cover updates, enhance the aesthetic pleasure and vitality perception of journal covers, and enhance the brand image of the journal.