The Visual Image Design And Dissemination Of The “Zhenggong Baozhu Pear” Brand

"Chenggong pear" is a Chenggong District of Kunming city is with the characteristics of agricultural products,Kunming city is the first national geographical indications protection products and certification.Chenggong pear has a very high visibility and reputation in the area of Kunming culture and history.However,for a long time,the development of Chenggong pear stagnant,one is change of city development and planting management mode,pear production in the shrinking,on the other hand,pear quality products lack of a unified regulatory authorities,on the market of dragon fish mixed operation,lack of coordination,leading to uneven development of pear the quality and brand,has seriously affected the development and construction of pear brand.Based on this,the author visited with a lot of field research,carding and made to how to enhance pear brand image design and dissemination of the topic as the theme of design and practice of the project,and as an example of visual communication design majors participate in design and service to the community.The related problems in Chenggong pear in the development process as a starting point and clues to shape,the construction of Chenggong pear brand visual image design and cultural propaganda,education and influence as the goal,from the brand strategy and management industry at the macro level;brand thinking and operating companies and farmers level;analysis and discuss three aspects of visual image level system design and specification,and design and content for the visual image,proposed how from the visual identification system of brand identity level specification of Chenggong pear,from product packaging and advertising publicity level unified visual information and image,increase marketing experience and consumption patterns on product improvement.Finally,the design scheme and provide relevant reference to the design practice way for the visual image of the design and performance of Chenggong pear brand at the same time,with the popularization of pear culture as the focus of the design work,provides the specific content and presentation in the form of support for illustration of artistic creation and performance of pear brand culture the.We hope that through combing the theme culture and performance of Chenggong pear brand to the introduction and explanation of the historical causes,pear varieties,planting management,characteristics of taste and derivative products,to further promote the pear's social cognition,explore and experimental values of culture and brand construction.