Research On The Design And Planning Of Brand Image Of Yantai’s Special Agricultural Products ——Taking Cherries As An Example

China’s economy has stepped from the stage of high growth to the stage of high quality development,and high quality development is inseparable from the support of brand building,promoting the transformation of "Chinese products" to "Chinese brands".While the brands of secondary and tertiary industries are emerging and receiving recognition in domestic and international markets,China,as the world’s largest agricultural country,has few well-known brands of agricultural products.In the general environment that agricultural production and processing technology are improving and the brand symbolizes high quality and high level,we should gradually integrate the design power into the primary industry by starting to step into the road of agricultural modernization from the branding of special agricultural products.The agricultural base of Yantai region is good,and the featured agricultural products are extensive and rich in categories,so it is the right time to study the branding of featured agricultural products."During the 14th Five-Year Plan period,Yantai has also taken brand building,improving agricultural innovation and competitiveness,and accelerating agricultural modernization as important revitalization strategies for development.To highlight the advantages and competitive advantages of local agricultural specialties and to shape the influential "Yan" brand of agricultural products,a bright vision of achieving the leading international and domestic brand image of Yantai’s agricultural products is proposed.In order to fully integrate the cultural characteristics of Yantai with the relevance of agricultural brands,this paper will conduct a systematic study and case planning practice on the visual branding of Yantai’s distinctive agricultural products.This paper is mainly divided into six parts.The first part introduces the background,purpose and significance of the study,the current status of related research,the content and innovation of this paper.The second part is the basic theoretical overview of the research involved in this paper,including the establishment and visual shaping value of characteristic agricultural product brand,the definition of brand visual image concept and research scope,the basis of the development of characteristic agricultural product brand in Yantai region and the analysis of excellent regional agricultural product visual cases at home and abroad,summarizing relevant experience and the extraction of available influence elements.The third part is the selection of the planning practice object and the current situation research of this paper,including the current situation of the industry,the current situation of the brand development,the brand visual research and the summarization of shaping opinions.The fourth part is based on the cultural context analysis and summary of the culture of Yantai region,and the specific visual concept analysis and design practice for the planning object,including brand building,refining the cultural symbols of Yantai region,as well as the related logo,standard color,standard font,IP image design and packaging design.The fifth part is the application planning.Finally,the sixth part is the conclusion and outlook of the research on image shaping of Yantai regional special agricultural products.The theoretical research of this paper contains the image design and brand planning content centered on Yantai cherries,and integrates the macro perspective needed by the design managers to integrate the resources of all parties for brand concept planning,visual design planning.And while respecting the natural growth law of agricultural products and protecting the environmental resources,we play the dynamic role of brand construction and provide scientific and feasible design planning and management solutions for its modern development as an excellent agricultural product brand.The practical part is mainly combined with the theoretical research results,specifically to the image identification system construction of Yantai cherry brand.It provides new directions for the branding and application of other agricultural products in Yantai to highlight the regional cultural characteristics,and explores the image design path to promote the modernization of the "Yan"agricultural product brand that is universally applicable.