Research On VI Design Based On Children's Cognitive Perspective

The design of visual identification is the establishment of image in kindergartens. It systematically conveys the culture and ideas of the kindergarten by using visualized and concrete images; meanwhile, it becomes an effective tool in brand publicity of kindergartens. The service objects are 3 to 6-year-old kids in kindergartens. Kids in this stage are in the preoperation stage in cognitive development, who are able to perceive the world according to the external stimulation. Therefore, the design of visual identification in kindergartens should be based on the Young children's cognitive perspective and fit the psychological development demand of young kids, so that it can spur the creativity and imagination of the kids. In this way, the image of kindergartens can be improved.The paper used a method which combined theory and cases. First, it introduced the present developing status in VI design industry home and abroad, and then it found out the drawbacks of VI design in Chinese kindergartens. Therefore, it put forward that the design of the VI should accord with cognitive ability of our young kids. Next, it analyzed the cognitive features of kids in perceptivity, memory, imagination and thinking patterns. Young kids' cognitive abilities are in preoperational stage, and this has a great influence on the VI design in kindergartens. Based on practical cases, it analyzed how cognitive ability affects the design of logo, standard colors, as well as standard fonts and sign systems in VI design of kindergartens. Finally, the thesis summarized the 3 to 6 year-old kids' cognitive rules in figures, colors and characters, and their effects on concrete contents of VI design, thus making the design accord with the of young kids' cognitive law of development. Last but not least, it concluded that VI design in kindergartens should use humanized, interesting and educational methods in the perspective of cognitive development. So the design can be normalized and systematized, and the brand benefits of the kindergartens can be achieved.The study on VI design of kindergartens can better improve the brand images of them, and it made the VI design more rationalized. It also provided a scientific and effective method in designing VI in kindergartens, which can earn social benefits and commercial values for brands and images of kindergartens.