Minnan Culture In Zhangzhou Characteristic Agricultural Product Brand Application Research In Visual Image Design

With the development of the times,any industry must be innovated,otherwise there will be a risk of elimination.As one of the major agricultural countries,China must pay attention to agricultural development.Along with the strategy of rural revitalization,the state advocates to focus on building characteristic agricultural product brands and developing characteristic agricultural advantages.However,in the process of brand building of agricultural products,there are often problems such as imprecise brand positioning,serious brand homogeneity,and neglect of brand visual image design.Nowadays,with the emergence of new forms of consumption,we should think about how to shape the brand of characteristic agricultural products,how to increase the added value of agricultural products,and how to improve the sales of products.Minnan culture is a kind of Chinese culture.With the development of history and the flow of population,it affects not only the overseas Chinese on both sides of the strait and all over the world,but also in the context of globalization.The close connection between the two sides will enhance the cohesion and centripetal force of the two sides,and strengthen the sense of cultural identity.Zhangzhou is the core area of culture in southern Fujian.It has rich experience in overseas business and trade and the openness of multicultural integration,forming rich and colorful multiculturalism.The visual image design of agricultural products brands is an important link in brand building.This paper takes Zhangzhou characteristic agricultural products as the carrier and combines the relevant theories of brand building to form the method of visual image design of Zhangzhou characteristic agricultural products brand.The research focuses on how to use the Minnan culture to promote the development of the branding of characteristic agricultural products,and the possibility of inheriting the Minnan culture through the characteristic agricultural product brand.This paper uses literature and case analysis,field research and other methods to sort out the relevant theories,obtain inspiration from the cases,and obtain the factors that affect the branding of characteristic agricultural products.First of all,the related theories about the culture of southern Fujian and the visual design of characteristic agricultural product brands are sorted out,and the basic elements that should be possessed in the shaping of the brand image of agricultural products are discussed.Based on the comparative analysis of the visual image of outstanding characteristic agricultural product brands at home and abroad,this paper summarizes the sources and categories of its visual design elements,and points out the problems existing in the visual design of the current Zhangzhou characteristic agricultural product brands.Secondly,through the analysis of the regional cultural resources of southern Fujian in Zhangzhou,the relationship between southern Fujian culture and the visual image design of Zhangzhou characteristic agricultural products brand,it expounds the significance of southern Fujian culture to the branding of characteristic agricultural products,that is,the necessity of brand building.Through the above research results,the strategy of building the brand of the characteristic agricultural products in Zhangzhou by Minnan culture is obtained,and the visual image design of the Zhangzhou banana brand is used as a practical case to make a corresponding visual design plan.Affirming the value of Minnan culture in brand building,hoping to promote the development of Zhangzhou agriculture and the exchange and inheritance of Minnan culture through the spread of the brand.