Mobile Video APP Brand Image Design And Research

The rapid development of mobile Internet promotes the popularity of smart phones.With the "Internet +" in the background,third-party applications APP(called "APP" below)is being a blowout emerge.Mobile video APP which is one of vertical segment products,has appeared quickly won the young users.Some experts expect that video APP will become the new trend of mobile Internet development.Because the contents has higher initial attraction of the users,service providers prefer to use the low-cost Wechat subscriptions to obtain the user resource.When users are attracted from Wechat subscriptions,they will be transferred to the APP platform,with a more powerful and richer content to enhance user stickiness,which is so-called "the value of the conversion." This is why most service providers value content more than image design.However,with the fierce competition,this strategy appears inadequate in terms of branding.Although some of the service providers are aware of the importance of visual design and brand creation,by providing certain degree of "beautification",most of them remain in the "good looking" level,which is not enough in terms of branding.The author believes that the brand is a comprehensive acknowledgement of its owner's philosophy and values in the minds of the target users.Excellent products is the basis of branding,or it is only the "name" without "quality".Visual broadcasting is the necessary condition of branding,otherwise it is only the “quality” without a “name”.From a constructivism concern,the product can be deconstructed into "internal" and "external" in two parts."Internal" means the product itself,content,quality and function,in a sense can be understood as "intrinsic";"outside" means factors other than "internal",including trademarks,appearance,packaging,advertising,etc.through visual communication and the formation of "brand." With the interaction of "internal" and "external",the brand awareness is built.But in the era of pictures browsing,a lot of people are eroded resulting from image information fragmentation,which affects a brand establishment.Mobile video APP as a special product of the information age,its branding has a certain particularity.With the "visual narrative" approach,this article will focus on fusing the brand of "vision" and "narrative" in the fragmented context environment,and building the possibility of identifying new ways of branding based on the idea.This article takes in practical projects-CUNDAO video APP brand imagedesign as example,starting from its "tribute the spirit of artisan,dig into the story behind" concept,uses different ways by literature searching,case analysis,user interviews and other research methods,as well as visual design tools.And it is aim to have an experimental exploration for my point of view,trying to provide a new way of branding.