Research On Visual Narrative To Guide Consumers To Low-carbon Lifestyle

With the development of the global economy and the improvement of human living conditions,the energy consumption model based on fossils and other natural resources has led to serious environmental and climate problems.It is imperative to build a low-carbon society.Under the background of low-carbon economy,the public’s low-carbon cognition and low-carbon behavior have not been cultivated,and the norms have not yet been formed,and the performance is vague.Guiding consumers to participate in low-carbon actions is the key.Visual narrative with visual presentation as the main body can not only tell stories like literary works,but also strengthen visual concepts and ideological communication,and generate emotional resonance.Therefore,visual narration is selected as the method,and the specific design research is carried out with consumers’ values and behaviors as the object.Research on Low Carbon Lifestyle for Consumers Guided by Visual Narration.Sort out and extract the main points of theories related to low-carbon lifestyle and visual narrative.Visual narration attaches great importance to the guidance of consumer values and behaviors,and strengthens the imagery and emotional resonance of visual narration through the setting of narrative strategies at four levels: narrative content,narrative plot,narrative media,and narrative design.First of all,through the analysis of concepts related to consumers’ low-carbon awareness,set an objective perspective outside the text,construct narrative texts and visually translate the two parts of the heating crisis caused by carbon emissions and extreme weather,and pay attention to the audience’s low-carbon awareness and ecological guidance.Secondly,based on the theory of Maslow’s hierarchy of needs,it discusses the characteristics of consumption behavior and low-carbon lifestyle under the leadership of different needs,sets the interactive perspective of the audience,and pays attention to the behavior guidance led by the inner needs of the audience.Construct a visual narrative strategy from the three levels of physiology and safety,social and emotional,and self-realization,and determine the corresponding narrative medium and visual language.Finally,a systematic visual narrative scheme that guides values to behaviors is formed.To sum up,Research on Low Carbon Lifestyle for Consumers Guided by Visual Narration.Through the visual narrative on the two levels of climate crisis and individual needs,graphical expressions guide the audience’s values and behaviors,influence consumers’ consumption concepts and lifestyles,and realize low-carbon life with a sustainable lifestyle.