Research On Visual Image Design Of People's Square Performing Arts Area Under Brand Vision

People's Square area had been China's "play pier" since the beginning of the 20th century.It is the representative of urban culture formed by Shanghai's special political environment and humanistic environment.With the acceleration of Shanghai's construction of the global outstanding city,relevant plans put forward the new requirements of building"Shanghai culture" brand and established the new pursuit of constructing "Asia's performing arts capital".People's Square Performing Arts Area is very suitable for representing Shanghai culture.At present,compared with Broadway and West End,there is still a large gap in many aspects between international first-class performing arts area brands and People's Square Performing Arts Area.The brand lacks recognition,attractiveness and competitiveness.In order to make People's Square Performing Arts Area more culturally recognizable and globally influential,this paper adopts the method of rational speculation,comprehensively uses the relevant theories of performing arts industry,brand image and design aesthetics to analyze and study.In the branding process of the performing arts area,we should visually convey the characteristics of the performing arts area so as to inherit and carry forward the urban culture vein.In order to study the brand visual image design of People's Square Performing Arts Area in a more systematic way,this paper first analyzes the branding and visual image design of the main performing arts districts at home and abroad,and re-examines the current status of the visual image design of People's Square Performing Arts Area.Secondly,in order to find the breakthrough point of the design,the paper analyzes the design elements of visual brand image of People's Square Performing Arts Area.Thirdly,it analyzes the design principles of the brand visual image of the People's Square Performing Arts Area,and proposes three progressive design strategies,namely:the audience recognition design strategy,the developable design strategy,and the digital design strategy.Finally,the paper explores and analyzes the dominant and recessive contexts of People's Square Performing Arts Area,then combines the theoretical research results to provide a new design for the visual image design of the "SHOW LIFE" brand.This paper hopes to carry out research on the visual image design of the branded People's Square Performing Arts Area,promote the performing arts area to establish a unique brand image,and create the city cultural brand as well as inherit and carry forward Shanghai city culture.