A Study On Visual Identity Design Of Original Brands On E-commerce Platforms

In the Information age,online shopping has been assimilated into people's life for long and become the major consumption method of the young and middle-aged people nowadays.In our country,typical C2C ecommerce platforms represented by 'Taobao Market'allow people to open online shops if they register with real names.With a quick,simple and convenient transaction process,it provides the consumers with diversified choices,as well as a broad space for the designers to be creative and create business value.In this environment,original brands specifically taking ecommerce platforms as their sales channels have sprung up to meet the needs of people of different ages and identities.As the raising of requirements and aesthetic level of consumers,brand design not only speaks for the product,but also shows people's tastes of life and values.With the increasing of the number of online shops,the gap and demand for brand design grow and it has become a necessary condition for a brand to stand out from all the brands on ecommerce platforms.On the other hand,online consumption has driven logistics industry into rapid development.Packaging in logistics has produced massive garbage on earth,which has turned into big burden and pollution to our environment.It is an urgent problem to figure out how to make use of eco-friendly materials to reduce environmental destruction.For environmental protection,this thesis will focus on the analysis and application of eco-friendly materials in logistics,and how to integrate concepts of environmental protection with brand design and find out proper solutions to the waste of environmental resource.This thesis will take the online shop of the original women's clothing brand 'snowflakes' as an example.Various cases have been compared and studied in methods of culture exploration,market analysis,consumer research and more,so that the brand design of 'snowflakes' can be settled,which covers aspects like clothing products,packaging,cultural propaganda and web pages.In practice,we shape an overall brand identity of it.On the basis of building a visual identity system,the brand style is created in order to deliver a kind of lifestyle.Sensory experience is taken seriously and brand culture is penetrated into the market with the visual identity so as to improve customer stickiness and increase the brand value.As to packaging,eco-friendly materials that will almost make no pollution are used.Ecological Protection is focused and a new nature conservation-oriented eco-friendly lifestyle gets started.