The Visual Image Design Of Independent Book Store Under Wabi-sabi Aesthetic

This research is target on re-innovation on visual image design for independent bookstore and enhance its artistic and cultural connotation combining with the market demand.In the meantime,apply wabi-sabi research results into visual image design.A new independent brand "sky island books" is created in this study.To help accomplish "sky island books" visual image design,the consumption psychology and preferences of young middle-aged group are considered,moreover,the principle of wabi-sabi is taken into account.This design can provide new design thoughts and innovation points for the future independent bookstore visual image design.Demand research report is completed according to the category of design and the research,which is conducted through the following ways.First,investigate the present situation of domestic independent bookstore.Analytical investigate the visual image design cases of some national and international excellent independent bookstore.Field investigation and online information collection are conducted to collect relevant information and data,a comparative research is carried out.Research results show that there some problems existed in the domestic independent bookstores: a single business model and lack of visual image design and visual image design can't meet the demand of consumers.Second,investigate the preference of young people in relation to business model,color and design style.Young and middle-aged groups are set as study population.100 questionnaire surveys was finished by young and middle-aged consumers.The conclusions of these surreys can provide creative breakthrough point and the design direction for design in this research.According to the requirements of the design contents,a study of wabi-sabi aesthetics theory is conducted and a literature research report is finished.The symbolic features of wabi-sabi aesthetics are investigated through sorting a large number of documents,books and information of ancient books.A case study of abroad brands which apply wabi-sabi aesthetics concept and symbol characteristic to visual image design is carried out,symbolic features expression of wabi-sabi aesthetics and the artistic conceptions in cases are summarized.The conclusions can provide a reference and theoretical support for visual image design of independent bookstore which based on wabi-sabi aesthetics.The whole process of design practice is expounded by the design practice report.According to the research topic,a new brand "sky island books" is created.The principle of wabi-sabi is applied to the visual image design of the bookstore.The environmentally friendly materials are selected for the final product of the design.According to the result of market research and the analysis of symbol characteristics of wabi-sabi aesthetics,the design elements will be extracted from nature.Simplified natural shape is used for design method.Primary colors,black,white and grey is given priority to use.The final work will be presented by the visual image design series of "sky island books".The whole design products include: logo,business cards,postcards,bookmarks,interactive interface.