Research On The Narrative Design Of Commercial Illustration Of Hotpot Chain Brands Based On Scene Theory

With the rapid development of internet technology and digital media,the temporal and spatial boundaries of life are gradually wear away.While consumers have gained more diversified and flexible choices,they are also unconsciously moving towards fragmentation reading.Commercial illustrations,as a "visual bridge" connecting brands and consumers,playing an important role in enhancing brand competitiveness,can help people quickly identify service information and stimulate consumer interest.However,most commercial illustration works at present,facing problems such as serious homogenization and poor information transmission,cannot fully match new consumer demands in the Internet era.Taking brand commercial illustration as the research object,narrative design as the theoretical basis,and scene thinking intervention as the research innovation point,this paper attempts to create a set of interdisciplinary scenario narrative design strategies of brand commercial illustration that adapt to the Internet consumption mode,and takes the Xiaolongkan hotpot chain brand as an example to carry out design practice under the guidance of research data and strategy.Firstly,based on extensive reading of relevant literature and materials,this study sorts out relevant research on commercial illustration,narrative theory,and internet consumption scenarios,explaining the value of commercial illustration and narrative design for brand development,as well as the characteristics of internet scenarios and the role of scenario thinking in connecting brands and consumers.Secondly,the narrative design foundation of brand commercial illustrations,including narrative elements and narrative communication diagrams,narrative language,narrative plot,narrative perspective,etc.,is sorted out.Proposing the concept of internet scene,analyzing and disassembling the scene elements,technical theories,and structural categories,the article further proposed brand scene construction strategies based on user behavior logic.Thirdly,according to strategic guidance,the narrative path of commercial illustrations is disassembled and reorganized to adapt to internet consumption scenarios: 1.Behavior oriented narrative scene construction.2.Information oriented narrative content and plot setting.3.Experience oriented narrative media integration.4.Visual oriented narrative discourse presentation.Based on narrative tasks,evaluation methods for illustration narrative design are proposed from three dimensions:narrative discourse,individual perception,and scene tasks.Finally,Shoo Loong Kan was selected as the research case of the hot pot chain brand,and the quantitative and qualitative research research methods of desktop research,questionnaires and in-depth interviews were used to obtain consumers’ cognition and preference for the Shoo Loong Kan and commercial illustrations.According to the collected data,the existing problems were summarized,and the opportunities were further explored and sorted out: 1.Telling cultural stories by commercial illustration narrative techniques to deeply integrate regional culture with the brand.2.The visual expression should be in line with the aesthetic of the consumer group.Highlighting youthful style and interesting interactivity through design innovation.3.Connecting online and offline consumption scenarios,making up for existing design deficiencies,and further upgrading marketing promotion.Based on the feasibility opportunities,analyze the industry line of Shoo Loong Kan chain hot pot brand,construct a multi scenario touch point "Hot Shoo Loong Kan" commercial illustration narrative design scheme under the guidance of the scenario narrative strategy exported above,demonstrate the feasibility of the research method,and provide design reference for brand innovation and commercial illustration creation and application in the context of the Internet era.