Research On The Scene Design Of Brand Terminal Based On Visual Experience

This is an era of rapid technological iteration and explosive data growth.Under the background of information globalization,the environment of brand communication has undergone great changes.Brand terminal stores is an important part of sales,the node where products and consumers have the closest contact,and the most important field for consumers to fully experience the brand and experience products and services.It not only shoulders the responsibility of selling products,but also is a core part of brand image building.Nowadays,the communication of brand terminal stores is facing some difficulties.Compared with the attraction of various online advertisements and other activities in the process of brand communication to the public,the shopping experience of terminal sales is not satisfactory.There is a serious imbalance between consumers' experience demand and the development of brand terminal stores,so the image building of brand terminal stores has become an urgent problem to be solved.Brand owners should grasp the opportunities brought by the digital era,seize the huge development potential of brand terminal stores,break the restriction of terminal stores limited to the concept of "sales",and explore the great value of Scenario design for brand creation.At present,there are few theoretical achievements in the study of the relationship between Scenario design and terminal stores,and most of the research content is based on the research of communication carriers.The research content of the Scenario design of brand terminal stores from the perspective of visual experience needs to be expanded and explored.This study is based on the experience economy and starts from the direction of visual experience to study the scene design of terminal stores.Combine the concept of visual experience design with brand terminal to find the breakthrough of design and explore the value of visual experience design to brand promotion.First of all,this topic through field investigation and data access to brand terminal development present situation,the rapid rise of the retail electric business platform for the impact of the traditional entity shop management,brand development is restricted by the terminal shops,so as to analyze brand terminal design in the new era and the deficiency of the missing,such as:ignore the brand construction,lack of experience fun,customer participation is not enough.Through the analysis of the development status of the brand terminal Scenario design,the necessity of building the "Scenario" brand terminal is discussed,so as to determine the great significance of Scenario for brand communication.Second,about the objective elements of brand terminal scene,psychological factors and experience factors to analyze the visual experience in three major components,explore the visual experience in brand development way of terminal scenario-based design,then the brand terminal scenario three main factors,from the perspective of visual experience,combined with previous theory research and practical investigation of cases,respectively,puts forward the corresponding solution;Finally,through the analysis of the above methods,we find the commonalities contained therein,and then integrate these commonalities into the characteristics of The Times to putforward the development trend and innovative concept of future brand terminal Scenario design.In order to become a powerful support point for brand development,brand terminal stores must adhere to the cutting-edge technology as the basis,scene interaction as an opportunity,systematic thinking as the framework,through constantly expanding the level of visual design and enrich the form of visual design,make full use of a variety of emerging technologies,highlight the brand's personality.The extended application of visual experience theory greatly improves the communication ability of brand.In today's experience economy,if a brand wants to win more audiences' love and recognition,it must change the concept,get rid of the shackles of traditional media,constantly explore new methods of brand terminal Scenario visual design,and constantly inject new vitality into the brand to meet the different needs of modern people.However,the Scenario design is a process of advancing with the times,so there are some limitations in this study,which need to be improved in the future study.