| In this paper,the service design is regarded as the theoretical basis of the National Geographic Indication rice product brand design.On the basis of existing relevant theoretical and practical researches on service design,brand design,rice brand,National Geographic Indication,etc.,through the cross research of service design and brand design,the brand value of geographical indication rice will be more guaranteed and developed,and at the same time,the brand value of geographical indication rice will be realized and explored for other national geographic indication products,which is more conducive to sustainable development The road of development.First of all,the paper integrates and combs the related products of National Geographic Indications and the branding of products,analyzes and summarizes the problems encountered in the development process of National Geographic Indication Products,and analyzes the relevant contents of brand design and related cases.This paper discusses the elements of brand design such as logo image,packaging image,brand name and brand concept,and defines the scope of the following research.This paper studies the content of service design.The basic characteristics of service design,service prototype,service blueprint,user journey map and other contents are combed.Through the case analysis,combined with the content of service design,the contact point of National Geographic Indication rice is studied and sorted out,so that the theory of service design is further embedded in the design of National Geographic Indication rice brand.On the basis of the theory of service design and brand design,this paper investigates the National Geographic Indication rice products,and adopts the methods of preliminary interview,questionnaire survey and in-depth interview to find the core contact point of National Geographic Indication rice product brand recognition and brand experience.It summarizes the demand of consumer types and brand dimensions to provide sufficient data support for further design.This paper studies the strategy of the National Geographic Indication rice product brand design,and puts forward the National Geographic Indication rice brand design proposal,which is to integrate the National Geographic Indication rice product,strengthen the service system,and enhance the brand experience.The paper also puts forward the National Geographic Indication rice product brand design principles,including: the principle of regional differences,theprinciple of quality characteristics,the principle of image representation,the principle of product structure,and analyzes the relationship between experience elements and service contacts.The paper also summarizes the design content of geographical indication rice brand,including the relevant contents of service design level(rice brand service journey map,service design blueprint)and brand design level(brand image,concept,visual recognition system,packaging,element visualization,etc.),and analyzes and researches them.This paper analyzes the research elements of national geographical indication rice brand,and integrates them into image core elements(including brand image,brand name,brand concept and other basic parts of visual identity)and application design elements(including visual image dimension,language dimension,dynamic visual dimension,Internet communication and other dimensions),pointing out that service design blueprint and service journey map should be followed To plan the design of brand elements.Finally,the brand design of national geographical indication rice is carried out through design practice.This paper studies the strategy of embedding the service design into the National Geographic Indication rice product brand design,promotes the brand and service systematization of the national geographic indication product,and provides the theoretical basis and new design ideas for solving the problems of the national geographic indication product brand creation,communication and development. |
