A Study On City Brand Image Design Based On Environmental Experience

With the continuous growth of China’s comprehensive strength,Chinese cities have gradually joined the competition of world cities.Against the background of accelerated urban transformation and internationalisation of cities,many cities have adopted branding strategies for resource integration and image shaping,but most of them still suffer from inadequate use of resources,unclear positioning of brand concepts and insufficient individuality.The world economy is changing from the creation of products and services to the creation of experiences.Environmental experience design connects the communication between people and space and promotes the development of regional spatial experience economy,rising to the level of the whole city,which will also have a great effect.Therefore,this paper introduces the idea of environmental experience design into city brand image design,explores a more systematic route of city brand design,and verifies the significance of the research through design practice.The thesis begins with an exploration of the current state of research on environmental experience design and city branding using literature and case studies,and a detailed content analysis of environmental experience design,and theories related to city brand image.It synthesizes the knowledge of fields such as design,environmental psychology and behavioural science,and systematically elaborates on the generation,connotation and basic characteristics of the theories,and also proves the scientific feasibility of introducing the concept of environmental design into city brand design;secondly,it collates excellent cases of application of environmental experience design in city brand image design at home and abroad through internet research and fieldwork,and summarises the environmental experience in city brand The design strategy of environmental experience and city branding is discussed,mainly focusing on the four design principles of human-centred experience,grasping the audience’s demand level,clear and recognisable recognition and adaptability to market timeliness,design positioning and environmental experience and visual design of city branding.Finally,the design strategy is applied to the practice of Suqian city branding design.Through user research,the positioning of Suqian’s city brand image is clarified,the user journey map and the historical development of Suqian are sorted out,the city’s tangible and intangible cultural heritage is incorporated,and the basic visual system design,application system design,experience project design,scenic customisation services and city brand image promotion are carried out to find new breakthroughs for the development of Suqian city.The introduction of environmental experience design into the city’s brand image construction promotes the dissemination of the city’s culture and the development of tourism,deepens the public’s impression of the city,and in this way improves the city’s economic and competitive strength.