Research On Visual Design And Communication Strategy Of Fresh E-commerce Brand

In the context of globalization and mobile media,humanity has entered the era of"reading the picture era" or "visual economy:.The emergence of network media has revolutionized visual communication.The form of communication is not only a static graphic but a combination of media characteristics,showing a multi-integrated communication model.In this context,in the early stage,many popular e-commerce companies failed to keep up with the rhythm of transformation and went down in the process.As a bridge to communicate directly with consumers,Vision integrates the advantages of natural content with e-commerce.With the emergence of new media tools,the content of information is presented in a visual form that is more realistic and interesting,effectively improving the visual quality and flow of e-commerce.Conversion system and consumer buying experience.Therefore,under the view of mobile media,how to make consumers turn from watching to buying,how to use visual symbols to improve the marketing power of fresh e-commerce has become a problem worthy of attention and research.Introducing brand vision into the design and communication strategy of fresh e-commerce brand can help agricultural products to enhance market competitiveness in the information age.This article focuses on brand visual design and communication strategy,combined with the characteristics of the mobile media era,to explore how to use visual symbols to influence consumers'willingness to purchase,and thus enhance the marketing power of fresh e-commerce brands.The content includes four aspects:The first part:Combining the background of the mobile Internet era,analyzing the current situation of fresh e-commerce,the necessity of brand visual design and communication strategy,and exploring the related literatures of e-commerce brand vision and fresh e-commerce.The second part:combing related concepts and theoretical foundations,expounding the rationality of fresh e-commerce visual design and communication strategy from the aspects of symbol theory and Gestalt psychology theory.A theoretical summary of the impact of brand visual communication in the mobile media era on fresh e-commerce.The third part:According to the influence of the visual design and communication mode of fresh e-commerce on the consumers' willingness to purchase,the first-hand information collection is conducted in the form of questionnaire survey,and the descriptive statistics of the survey data are carried out by using SPSS software.Principal component analysis,regression analysis and correlation analysis,trying to prove that visual design and communication methods have a positive impact on consumers' willingness to purchase,and analyze the consumer's psychological needs for fresh electronic e-commerce visual symbols and forms of communication.The case study provides supporting evidence.The fourth part:collect a large number of industry data and combine examples to illustrate the visual design and communication strategies of fresh e-commerce brands in the mobile media era from the characteristics of new media era such as mobile interface design,packaging design,advertising design and communication methods.Select three domestic mainstream fresh e-commerce(original life,daily fresh,and more)to conduct case analysis,specifically grasp how to enhance the user experience of the fresh brand through design,expand the influence of communication,and then achieve the induction of consumption.The purpose is to provide guidance for the specific practice of different modes of fresh e-commerce.The fifth part:summarizing the development trend of brand vision in the era of mobile Internet.On this basis,it proposes a brand design and communication strategy that can effectively enhance the marketing power of fresh e-commerce with the new media background.