Study On Design Aesthetics Of Brand Visual Identity

Supported by their marketing and communication strengths,brands are going beyond business and product spheres and accessing to production and service sectors.Many of them try to elaborate their ideas and personalities through Visual Identity(VI)design.It is from its visual identity that the public gets first impression of a brand.VI,the most direct impression of a brand's image,is the most inclusive visual language that designs every contact point with the target audience,and allows wider and multidimensional potential for elaborating brand image.Therefore,VI design has become an essential part of and means of implementing brand strategy.VI is the most important window to brand culture and brand value,and plays an important role in shaping and disseminating brand image.In the consumer market of aesthetic economy,VI design's purpose is more than letting the public “know”,but to “perceive” and “recognize”.On the premise of aesthetic marketing,aesthetics plays a critical role in the design sector,because it elevates the presentation and identification abilities of VI designs,thus helping brands to sufficiently communicate with the target audience at any time and gain competitiveness and dissemination effect as could as possible.Building an effective VI design system has become one of the most important elements of a brand in its efforts to added value and economic and social benefits.China in recent years has made remarkable progress and achievements in applying VI design to the public society.However,the aesthetic research on VI design is still in an initial stage.In this sense,it is necessary to advocate aesthetic research on VI design in brand marketing and dissemination.In the research on the relation between brands and VI design aesthetics,theories about brands and design aesthetics are the research basis,VI design the objective,and aesthetics the perspective.Research on VI design aesthetics must solve such topics as “What is VI design aesthetics? Where does it come from? How will it be created and applied? How will its role be intensified in brand building and information and value dissemination?” The Preface briefs the research objectives,purposes,status quo and perspectives of VI design aesthetics and elaborates related concepts.Chapter II describes the composition of VI design aesthetics,with focuses put on the structure of VI design aesthetics,VI design aesthetic attributes and aesthetic values.Chapter III reviews the history of VI design,mainly about artistic styles' impact on VI design,how VI design was created and its influence on China,and an analysis on the elements affecting VI design evolution.Chapter IV is about VI design aesthetic elements including image,color and text and standard presentation thereof.Chapter V probes into the application of VI design aesthetics and proposes the assessment criteria on VI design aesthetics,i.e.individual aesthetics in original and multidimensional presentation,integral aesthetics in systematic and flexible presentation,and contemporary aesthetics in lastingness and cultural diversity,which are supported by case study.The Conclusion and Outlook part summarizes the proposal outcomes and their relevance to reality,and notes the deficiency of the research and ideas on future researches.This paper is based on the author's over 20 years' design practices.From the angle of the relationship between visual communication design and design aesthetics,it tries to make a comprehensive study on the generation mechanism of VI design aesthetics and proposes topics of both theoretical and practical values.The author hopes it could inspire new approaches and ideas for VI design and provide new references for brand building.