The Research On The Application Of Chinese New Year Images In The Design Of Catering Brand Image

God in heaven,portrait in painting.Chinese New Year paintings of gods are the earliest folk paintings.It has a long history of faith and a huge consumer group and bring a brilliant dawn to many desperate people in the red dust of history.It is a unique art form in our country.In recent years,with the rise of China's overall strength and the development of global resource integration,building a brand image with Chinese elements has become a new trend for enterprises to compete for the market,which has set off a wave of national trend in China.The catering industry,as a sunrise industry with huge market potential,is also involved.Throughout the academic circles,the research on the use of Chinese God New Year pictures to shape the image design of catering brand is almost blank.This paper takes the Chinese God New Year pictures as the starting point to design and study the image of the restaurant brand.First by looking at a large number of ancient historical materials,paintings map and literature at home and abroad,to collect the basic information of the Chinese gods pictures and carries on the analysis,using the consensus of national and time consciousness,selected the Chinese gods in the New Year has the typical representative of cultural symbols,through the analysis of the cultural symbol to build the sample library.Secondly,studying and analyzing the image of catering brand,and studying the factors affecting the consumer audience through the model.Through the quantitative analysis of the questionnaire survey of the catering brand consumer audience to understand the consumer demand,and using the data analysis software to make the data statistics of the survey information.On this basis,determine the five design principles for shaping the image of a restaurant brand based on the Chinese God portrait,which is image uniqueness,perceptual authenticity,memory timeliness,aesthetic visualization,and experience feelings.And also determine four design methods which is color film quantification method,element mixing method and germination treatment method.Finally,through the design practice,the feasibility and scientific nature of the design principles and methods are verified.The research results of this paper provide a certain value for the design of the catering brand image.The design examples "special noodles" of the brand image in the subject notonly help to enhance the added value of the brand,but also enhance the understanding of folk art and culture.(Fig.120,table 2,reference 50).