A Study On The Application Of Yu Bai’s Aesthetic Concept In Brand Image Design

Lao Tzu once said: "Five colors blind people." More and more modern designs are applying the concept of Yu Bai,which reflects the western design idea of "less is more".It is not only the concrete expression of our traditional culture,but also the embodiment of rich inner spiritual culture.In 2022,Chinese tea was successfully listed as World Heritage."The Book of Tea" contains: "tea for drinking,hair on Shennong’s".Tea originated in China,and the Chinese nation was the first to cultivate and use tea in the world.Tea,as the national drink,has become part of the Chinese way of life.This design practice draws on the special expression technique of Yu Bai and applies it to the brand image design of the self-designed project "Qingshan Tea",so as to provide a specific design scheme,which combines Yu Bai’s technique with the new tea drinking concept and the new modern aesthetics,so as to make the design work more meaningful and promote the brand competitiveness.First of all,the research content,methods and innovation points were sorted out,and the development trend of new tea drink market and the status quo of tea drink brand image design were understood through consulting,network data collection,market research and other ways.According to the needs of design,the research and analysis of domestic and foreign tea brand image design cases,more in-depth understanding of the development trend of tea brand image design,clear the value of the expression of the method of white space in the new tea brand image.Secondly,this paper makes theoretical elaboration and case analysis of relevant concepts involved in this subject.In the study of relevant theories of Yu Bai,the basic definition and ideological origin of Yu Bai are firstly expounded,and the artistic expression techniques and rich implications of Yu Bai are analyzed and summarized respectively from the aspects of philosophy and aesthetics,so as to extract aesthetic concepts.At the design level,the definition of Yu Bai in design works and different forms of expression are analyzed,with the purpose of having a deep understanding of Yu Bai in the design practice of "Green Mountain Tea" in the future,and clearly mastering the value given by different expression techniques of Yu Bai.In the theoretical research and interpretation of the new tea drink and brand image design,the demand of consumers for tea drink brand image design is explored.It can be concluded that: 1.The current brand image design of tea drinks is seriously homogenized and lacks differentiation.2.Tea drink has formed a diversified market,and the brand campaign has begun.3.The current brand image design of tea drinks lacks emotional imagery.4.New tea drink brands fail to capture the essence of tea culture.Therefore,people have more demands for the brand image design of new tea drinks.Based on the above conclusions,it provides favorable value for the design of the brand image of "Qingshan Tea".Then through the theoretical research of Yu Bai’s application in brand image design,it analyzes and expounds its aesthetic value and feasibility in brand image design,which provides a theoretical basis for the later design practice.Finally,on the basis of relevant theoretical research,the brand image design of "Qingshan Tea" new tea drink is elaborated and design performance.The brand concept and positioning are determined according to the natural ecology,cultural attributes and consumer characteristics of Wuyi Mountain area.Because the brand is based on Mount Wuyi,the building of the brand image starts from the cultural characteristics and natural scenery of Mount Wuyi.With Yu Bai’s style form as the design keynote,the representative elements of Wuyi Mountain are extracted,reconstructed and recreated to create a brand image rich in natural and cultural characteristics and in line with the aesthetic needs of young people.The final work is presented in the visual identity design system of "Green Mountain Tea",including the main VI design and product application design,such as brand identity,business cards,posters and packaging.