Discussion On The Use And Communication Of Urban Color To Build The Image Of Shenyang City

Along with the continuous urbanization, it has higher value to building andcommunicating a good image of city for improving urban competitiveness. The conceptof the image of city was proposed since the1960s. Its research draws on the theory ofcorporate identity, the study of urban visual identity is also included. The research ofurban color attracted the attention of scholars in our country in the1990s. The research ofurban color combines chromatics, psychology, theories of landscape design and urbanplanning, etc. The researchers regard the city as a carrier of color, and associate colorwith the characteristics of city. It becomes more often to use the urban color to bringbenefits for the development of city.This paper based on the perspective of communication, combined with theknowledge of urban visual identity, city marketing, and brand. The research regards theurban color as an important element of visual performance to the image of city, andregards Shenyang as the study sample. Through the analysis and investigation, we couldunderstand the present situation and problems of Shenyang urban color, and explore theeffective ways of building and promoting the image of city. Then, this paper carried atentative study from the following four aspects:First, based on the study of the background and relationship between urban colorand the image of city, the paper explains the meaning and the practical function of theurban color.Secondly, the paper combined the theoretical and practical ways to analyze theprotection area of historical and cultural, the outdoor public facilities, the outdooradvertising and other image entities. In order to analyze the present situation andproblems of the urban color in Shenyang, it used the methods of photo collection andcolor information extraction to collect data.Third, based on the perspective of building and effective communication of theimage of Shenyang, the research analyzes the influence of the main factors of the urbancolor and proposed the position strategy of the urban color of Shenyang. It is dependedon the city public as the core, combined with the city’s background as its history, cultureand folk characteristics. Finally, combined with the example of other cities, the needs of the development ofShenyang and the knowledge of modern marketing, the paper analyzes the suitablemanagement of the urban color, and the strategies of the media using and the marketingmethods of public relations.In conclusion, based on the perspective of building and communication of the imageof city, combining the theory of communication, this paper had made some tentativeresearch in the usage of urban color, to provide a reference for the theoretical andpractical work of the urban color of Shenyang, to try to arouse the researchers and citymanagers’ attention to the urban color.