| Since the 18 th Party Congress,China has been advocating the enhancement of cultural self-confidence,and the cultural revival strategy requires the integration of the excellent Chinese traditional culture into all aspects of production and life in the form of "creative transformation and innovative development".Silk culture is one of the most representative and influential cultures of the Chinese culture,and has formed distinctive cultural symbols and rich cultural connotations over time and in foreign trade exchanges,not only in a variety of categories and styles,but also at a deep and diverse cognitive level.From the visual perception of silk culture,it brings a unique cognitive habits such as smooth and delicate,lustrous and gorgeous;from the social exchange,it has accumulated a rich cultural connotation and symbolic meaning,and in the spiritual level,it forms a noble and elegant,long-lasting and other desirable good impression.Silk culture not only concentrates the crystallization of the wisdom of the ancestors over the generations,but also is a rich cultural heritage left to the world,waiting for us to carry forward the heritage.On the other hand,the scale of China’s daily chemical market and high-end market demand has been growing year after year,and the strong squeeze of foreign brands has put the development of local brands in a difficult situation,at a time when consumers are paying more and more attention to quality of life and cultural consumption,it is especially important to change the brand development ideas,tap traditional cultural elements to enhance the added value of brand image and build local high-end daily chemical brands.Firstly,the article compares the relevant conceptual theories as a theoretical basis for the subsequent research.Secondly,through literature review and research,the article analyses the perceptual characteristics of silk culture and the comprehensive image characteristics of daily chemical brands,and summarises the inherent fit between the two in terms of perceptual compatibility,visual commonality,complementary attributes and the common pursuit of beauty,and summarises the advantages of silk culture in shaping the image of daily chemical brands.Thridly,through the collection of domestic and international daily chemical brand image cases,the visual expression of silk culture in the brand image is summarised,respectively from four perspectives: abstraction of form,colour renewal,texture continuation and decorative reference,summarising four representative silk culture visual elements.Finally,the application of silk culture elements in the design of the brand image of the daily chemical industry is summarised in a suitable way,from the brand positioning principles,image design ideas and communication and promotion strategies and other perspectives to propose specific innovative application methods.With the development and changes of the times,the public’s attention to traditional culture and the increasing cultural confidence,the study of silk culture into the brand image of the daily chemical has more theoretical and practical significance.The article concludes with design evidence based on the findings of this study,with a view to providing future reference for research in silk culture-related fields,daily chemical brands and design colleagues.The article also aims to respond positively to the country’s advocacy of cultural confidence and to use brand image design to bring out a new era of Chinese traditional culture,and to explore and experiment with cultural export and international exchange. |
