| Time-honored brands have survived centuries of generations of inheritance and precipitation,and survived in the long commercial competition,containing valuable traditional Chinese culture and unique brand spirit value.With the rapid development of science and technology,information communication media are also updating and iterating.In the context of new media,brand communication modes and communication channels have undergone earth-shaking changes.The rapid brand communication brought by information fission is gradually weakening the discourse power of time-honored brands.At the same time,the development of new media technology also provides more possibilities for the image innovation of time-honored brands.Brand visual image design,as a window to show the individuality and culture of time-honored brands,is the most direct recognition of brands by consumers.Therefore,how to adapt to the needs of the new media era and inject new vitality into the brand image has become an urgent problem to be solved for the development of China’s time-honored brands.This topic focuses on the study of the visual image design of the old Soviet style pastry brand in the context of new media.First of all,the concepts related to the brand image design and new media context of Soviet style pastry are elaborated.Then,it analyzes the characteristics of brand communication in the context of new media and the influence of new media on the image design and promotion of time-honored brands,analyzes the correlation between the context of new media and the image design of time-honored brands from the theoretical level,so as to draw out the value analysis of new media in the image design of time-honored brands.It lays a theoretical foundation for the design strategy of suzhou time-honored pastry brand image in the context of new media.Secondly,the research on the status quo of the development of soviet-style pastry brand image,insight into the difficulties and advantages of the development of Soviet-style pastry brand,analysis of the existing problems in the current brand image and the necessity of innovative design.Finally,according to theoretical research and specific design case analysis,the design strategy of suzhou time-honored pastry brand image in the context of new media is proposed from four aspects:based on brand culture,multidimensional expression of brand context;Integrating the characteristics of The Times,shaping the young brand image;Innovate visual design elements to enhance consumers’ aesthetic experience;Take advantage of new media to expand brand influence.And it is introduced into the specific design practice,combined with sufficient design research,to carry on the sub-brand innovation image design practice of the old Soviet style pastry brand Huang Tianyuan.This topic in the time-honored brand Huang Tianyuan as a case study,but also to the current overall development of the Chinese time-honored brand thinking.From the new perspective of media for brand visual image design innovation,rich old brand communication and marketing methods,give old pastry brands even relevant to the content of The Times,wake up the new generation of young consumer groups nostalgic feelings,enhance the brand of younger,improve its market competitiveness and to promote the development of time-honored brands under the wave of new media has a realistic significance. |
