Research On The Application Of Brand Visual Identity Design Based On The Heritage Of Chinese Medicine Culture

This study takes the "Fang Yuan Fu Quan Tang" Chinese Medicine Museum in Jinan,Shandong Province as the research object.The main objectives of the study are: to clarify the visual expression characteristics of Chinese medicine culture in modern design;to analyse the current development of visual image design related to Chinese medicine brands;to grasp the aesthetic needs of Chinese medicine users in brand image and product packaging design;to propose a design strategy based on the visual image of the Chinese medicine brand of Fangyuan Fuquantang,and to explore the transformation process of Chinese medicine culture into brand visual image design practice.The design strategy is based on the brand visual identity of Fangyuan Fuquantang.In the construction of the research method,firstly,through the literature research method and induction method,the theories related to the subject were sorted out and studied,and the study of theories and the construction of the theoretical support system were completed.Secondly,through multi-channel information collection method,classification method and comparative analysis method,an in-depth understanding of the current status of existing TCM brand visual design was conducted.Finally,through user interviews,focus groups,mind mapping and induction,user research was conducted on medical school staff and general interviewees to understand users’ design aspirations intentions,brand image perceptions and stories related to TCM culture mining and other work,and to propose relevant design principles and strategies.In the course of the literature research,it was found that there is a lack of attention to the topic of how to better pass on and develop Chinese medicine culture in the context of the new era.In the existing designs,the use of through-plates is relatively common and the bottle label is the main form of information carrier.In terms of graphic expression,traditional patterns are the mainstream way of expression,and the meaning of graphics is often irrelevant to TCM culture or product efficacy,and there is a tendency to generalise the phenomenon of ’design for decoration’.Research has shown that users want to keep up with the times in terms of packaging formats,so as to attract the attention of more young people.A good design is one that reaches into the hearts of the people and moves them emotionally.It is important to dig deeper into the moving stories behind the culture of Chinese medicine,such as the swineherd and Shennong,and apply them to the design of the brand image to create a new visual image,so that Chinese medicine can be presented to the public with new and empathetic content.