Research And Application Of VI Design In Integrated Communication Of Chinese Catering Space

In recent years,with the continuous improvement of the overall economic level of China's society and the continuous innovation of science and technology,the consumption power and level of residents have continued to rise,resulting in a diversified development trend of consumer demand.In the design of Chinese-style catering brands,the applicability and extensibility of their brand visual elements in the catering interior space are poor,which leads to the blurring of consumers' brand recognition.In addition,the poor visual identity of similar catering brands makes consumers in It is easy to confuse when choosing,and the design of the dining space of the same type of Chinese food and beverage brands tends to be similar,which reduces the brand recognition,which leads to a gap in the consumer experience of customers and is not conducive to brand communication.In the process of visual elements and application of Chinese catering brands,integrating and extracting their own brand elements is the key link.Through the investigation,exploration and sorting out of the background information of Chinese catering brands,the visual elements and Chinese elements with their own brand characteristics in the brand VI basic system,such as graphics,text,and color elements,are applied to the integrated elements in the catering space to enhance The combination and extension of visual elements and space applications create their own brand characteristics,allowing customers to experience the visual beauty,cultural beauty,and regional beauty of Chinese catering brands during the consumption process to cater to the development of the catering market and the needs of consumer groups Thereby promoting brand communication.This thesis mainly starts with the large number of existing Chinese catering brand categories and their brand visual images,categorizes and integrates the information,and then conducts a case study on the Chinese catering brand VI and its application in the catering space through field investigations.Innovatively proposed four categories of visual characteristics of Chinese food and beverage brands,which provides theoretical guidance for future VI design of Chinese food and beverage brands;for the integration and communication of brands,the four types of brand visual characteristics are used as theoretical guidance The case comparative analysis form expounds the communication method of the brand visual image in the dining space from four dimensions and thirteen levels.Finally,it presents the dialogue and communication relationship of the brand visual elements in the Chinese restaurant space through the combination of actual cases.