Research On The Visual Design Strategy Of New Domestic Brands Under The Background Of Social Medi

In the context of national industry and scientific and technological progress,domestic brands relying on new media technology ushered in a new wave of domestic products.With the support of consumption upgrading,cultural confidence and digital technology,the intervention of social media provides a new way of communication between brands and consumers,and becomes a powerful means to promote domestic brands.Under this background,what changes have taken place in brand design,and how to make good use of these new domestic brands to highlight the brand advantage,and in the visual design of innovation is a problem worth exploring.Contemporary designers have the obligation to provide Chinese brands with creative design methods,help Chinese brands cope with new consumer groups and new changes in material technology,and enhance brand influence.The main idea of this paper takes "new domestic brand" as the research object,and puts it under the background of social media to explore and discuss the new problems encountered by new domestic brand in brand visual design.Firstly,the literature research method and interdisciplinary research method are used to refresh the concepts,values and current situation of domestic brands and social media,and clearly explore the feasibility of the visual design strategy of new brands in the context of social media.Secondly,it explores the influence of social media background on brand design and consumer groups,and summarizes seven new features through relevant research data: the precision of brand research and analysis stage,the difference of brand positioning strategy and the immersive experience of brand scene,the aesthetic diversification pursuit of Generation Z consumers,the focus on brand intention,the pursuit of social consumption,and the emphasis on the novelty of consumption.Moreover,according to the new features,the visual design elements of new Chinese brands under the background of social media are summarized by case analysis: design elements that reflect visual aesthetic taste,design elements that highlight quality content,design elements that show social interaction,design elements that target at different circles preference and design elements that deliver users’ immersive experience.Finally,combined with the characteristics of the early stage,design elements and related case analysis,this paper puts forward the visual design strategy of new domestic brands under the background of social media: integrate into national culture and tell brand social stories well;create a humanized brand and establish a brand social image;embed social hot spots and lead brand social topics;skillfully expand the co-branding to break the brand social circle;guide users to participate and jointly build brand social scenes.In this paper,the new domestic brand as the research object,but also to the current development of the whole domestic brand thinking.New consumer emotional appeals brought by new communication channels,based on the changes of new domestic brands in the background of social media,further enhance the communication opportunities between new domestic brands and consumers,promote the upgrading and iteration of emotional experience of new domestic brands,generate emotional resonance relations,and provide certain reference and guiding significance for the long-term development and design innovation of domestic brands.