"Qitai Gift" Public Brand Visual Design

With the continuous advancement of my country’s rural revitalization and construction,under the background of policy guidance and assistance,shaping the public brand of regional agricultural products has become one of the important means to feed back the local economy and enhance industrial competitiveness.For example,well-known public brands of agricultural products such as "Lishui Shangeng" and "Tiantian Hetao" have not only promoted the sales of local agricultural products through excellent visual design,but also improved the brand’s popularity and increased the economic added value of the products.Local agricultural products,taking the road of promoting agriculture with quality and promoting agriculture with brand,provides a positive reference.Although the mature system of public brands has improved the popularity and sales channels of agricultural products,some brands lacked the standardization and systematization of the overall visual image due to the inaccurate positioning of consumer groups in the early stage of construction,so it was difficult to leave a deep impression on consumers.Impression,so that the market competitiveness of the product is insufficient,which is not conducive to the spread of the brand.And excellent visual design not only guides the visual focus of consumers,but also has positive significance for the brand development of public brands.my country’s Xinjiang region has a vast territory,and different topographical environments and climates have resulted in regional characteristics of agricultural types such as "rice in the south and wheat in the north" and "grazing in the east and grazing in the west".However,due to the lack of professional talents,the agricultural products lack intensive and branded management,and the added value of the products is not high.However,Qitai County,which the author studies,has a large arable area and mainly wheat planting.Supplemented by other agricultural products,the government established the "Qitai Gift" public brand in 2018.Through the agglomeration of advantageous industries and the rapid development of the tertiary industry,it has gradually formed a development status dominated by flour products and paralleled by other agricultural and sideline products.Although the product itself is high-quality and has a certain reputation,but in the early days of the brand’s establishment,there was no systematic construction plan for the brand visual image of "Qitai Gift",which caused confusion in cognitive recognition,directly affected the added value of the product,and limited Extended development of the brand.How to upgrade the visual image,enhance the brand awareness of "Qitai Gift",increase the added value of products,and broaden the sales channels of publicity are the problems that the author should solve urgently.Through the specific case analysis of the public brand of agricultural products,this paper excavates the cultural attributes and commodity attributes of the Qitai area,and innovates and improves the brand visual image of "Qitai gift".The full text consists of four chapters.The introduction of the first chapter expounds the background and current situation of the research,innovation points and other content;the second chapter is the definition of the basic theory of the public brand of agricultural products.Case study,drawing on design methods and design strategies;the third chapter analyzes the current brand visual pain points of Qitai Gifts through market analysis,consumer level positioning,etc.;Chapter 4 puts forward the brand visual image of "Qitai Gifts" Strategies for improvement and inquiry through design practice.