Research On The Re-design Of Agricultural Brand Visual Image Under E-commerce

After more than 20 years of sustained development,China’s e-commerce economy ranks first in the world.In recent years,the scale of agricultural e-commerce has witnessed rapid development and maintained double-digit growth,which plays an important role in rural poverty alleviation and lays a foundation for the 19 th Rural revitalization strategy.Especially in the context of COVID-19,contact-free and online sales have become the mainstream new trend of agricultural products sales,and more and more agricultural brands have begun to transform into e-commerce.Therefore,it is of great practical significance to redesign the visual image of agricultural brands in the context of e-commerce.This paper takes the redesign of the visual image of agricultural brands in the e-commerce environment as the core,takes agricultural brands as the entry point,puts forward design principles and brand strategies for the visual image design of traditional agricultural brands in the e-commerce environment,and takes the visual image of Xie Hu Cherry brand as the design practice.By studying relevant literature of agricultural e-commerce at home and abroad,and combining with relevant theories of agricultural brand building,the development context,design characteristics and operation mode of agricultural e-commerce are sorted out.By comparing the advantages and disadvantages of e-commerce on agricultural brands and studying the design influence,the necessity of redesign of agricultural brands is concluded,and the design principles of the current visual image of agricultural brands are put forward according to redesign.Secondly,the research and analysis of Xiehu Cherry brand and SWOT brand analysis are carried out to analyze the deficiencies of the current brand visual image,and then combined with cases of agricultural brands at home and abroad,the agricultural brand visual design methods,characteristics and strategies are summarized as the basis for the visual image design of Xiehu cherry brand.Under the guidance of the above research results and design strategies,e-commerce design environment,user-centered,improve brand services and user experience in each link,and finally design e-commerce visual image for practical verification.The topic summarized the relevant content and design principles of agricultural brand visual image in the e-commerce environment,expanded functional design to improve the whole process experience of brand consumption,strengthened styleized design to form brand visual image differentiation,and utilized digital design to ensure traceability and full control of food safety.In order to solve the three aspects of Xie Hu large cherry visual image of brand development of electricity sales and the user the problem of insufficient consumer experience,improve agricultural brand visual image design in the design practice,for our country agricultural electricity environment to provide exploration to the brand visual image design,boost agriculture and agricultural brand electric business development.