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Research of the Visual Language in Brand Communication

Author: YueChao
Tutor: WangFengHu；YeFang
School: Northeast Forestry University
Course: Art of Design
Keywords: Brand Spread Visual language Image
CLC: F273.2
Type: Master's thesis
Year: 2008
Downloads: 277
Quote: 5
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Abstract


According to the theoretical knowledge and practical experience in recent years , the construction and development of the visual brand image in China made ??a preliminary study and discussion , and strive to provide a reference and help to solve practical problems . This paper begins with an overview of the brand , including brand connotation , Western and Chinese brand communication development , research , and brand communications functions and principles to determine the visual image of the brand design an important role in brand communication . Secondly, the analysis of the basic elements of visual brand image - logo, colors , packaging , and analyze their position and role in the brand visual communication , design and performance of the method , the use and performance of the law , in order to play their important brand communication role. The combined success case studies illustrate the role of aesthetics in the brand communication , value and cultural principles of the laws of the United States actively use visual brand image every design elements . Finally, the status quo of the visual image of the Chinese brand design analysis and reflection , for reference design recommendations and cultural proposals in order to create a more visual design system for the development of China's domestic brand image and brand , increased Chinese brands in competitiveness on the international market . The paper aims to explore the elements of analysis of how the scientifically accurate visual language used in visual brand image , accurate interpretation of the core values ??of the local brands , evoke the emotional resonance of the target consumer group , thus enriching and developing the visual design language for Chinese brand communication .

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