Comparison Of Visual Rhetoric Strategies In Tea Brand Image

Nowadays,with the rapid development of economy,the competition among brands is more and more intense.With the development of people's demand,the brand or product can bring more rich sensory experience.As the most important sensory experience,the visual experience has been paid more and more attention."People's experience is more visual or more visual than ever before," he said.It can be said that the high "face value" of brands have high recognition,but also more people can be concerned.Therefore,the image construction of each brand should pay more attention to the visual effect,the tea field is no exception.For example,the brand of net black tea,such as "Xicha","Yidiandian" and other brands,will attract numerous consumers with its high "face value" brand image.Compared with the vitality and vitality of the black tea brand,the traditional tea brand is quiet and lonely,Especially,the situation of "strong famous tea,weak famous brand" of Hubei tea brand and the status of Hubei Province is very different.How to make Hubei tea brand revitalized and vigorous?From the perspective of"brand image" concerned with visual effects,it is of great benefit to explore the way of development after Hubei tea brand.In addition,visual rhetoric plays an important role in enhancing the expressive force and persuasiveness of visual image.Therefore,in order to make the design and construction of the brand image of Hubei tea more systematic and controlling,this paper proposes to study the brand image of tea from the perspective of visual rhetoric,According to the visual elements in the brand image,the visual rhetoric types of brand image are classified into color,image,composition and style rhetoric types,By referring to the rhetorical operation of "additional" and "suppression" by Barthes and Durand,the four rhetorical types are further subdivided.In the sample selection,select "ten brands of Hubei Tea" and "ten brands of Net Tea" as the overall research sample of 20 brands,A Comparative Study on the Visual Rhetoric Types of 152 Samples of Brand Logo,Package and Print Advertisement in Each Brand Image,And put each rhetoric type in the table,use each brand's "WeChat index" as the test of visual rhetoric effect data,and then seek the professionals to use each rhetoric type reasonable or not to test expectationsFinally,the statistical results are entered into the SPSS for multivariate analysis of variance to test whether the visual rhetoric types have a significant impact on the WeChat index.The research finds that:in 15 types of color,image,composition and style rhetoric,color rhetoric is "reverse color";The types of "general rhetoric of image or character"and "repetition and contrast" in figurative figures of speech;There are five types of"substitution" types in compositional figures of speech and "substitution art style" types in style figures,which have significant effects on the brand's "WeChat index".In the end,this paper puts forward some concrete suggestions and strategies for the design and construction of Hubei tea brand image:paying attention to the color design of brand logo and package,paying attention to the difference of color;Pay attention to the image design of brand logo and package,pay attention to the diversity of image;Pay attention to the composition design of brand packaging and print advertising and pay attention to the meaning of composition.Pay attention to the style design of brand packaging and print advertising,pay attention to the innovation of style;Pay attention to the comprehensiveness of brand image design and use various visual rhetoric types comprehensively.