Research On Brand Digital Design Practice In Social Media Era

With the rapid development of social media on the Internet,affected by the post-epidemic era,people are more inclined to engage in social,work,study and entertainment activities on the Internet.In this background,this paper will be in Shanghai beginning of tourist area 7 red venues as the main object of study,researches on the digital design of Shanghai red culture brand,innovation,Shanghai red culture inheritance mode,the mode of transmission,experience mode,make the red culture is deeply rooted in the hearts of the people,realize the user in the era of social media experience of Shanghai red culture of interactive,interesting experience,Further attract the young generation of red culture audience,tell the story of Shanghai red culture,promote the inheritance and dissemination of red culture.At present,there are few theoretical and practical studies on the digital design of red culture brands in China,and the main means of red culture communication is still the physical red venues,which are old in form and lack of novelty in design,and seriously derelict from the needs of users in the era of social media.Therefore,this paper will take the digital community design of the red venue as the research subject,and on the basis of communication theory,explore the design methods and strategies of the digital community of the red culture brand: visual narrative,interactive narrative,spatial narrative,game narrative and organic integration.Design model and a frame of the building include: Shanghai red culture resources classification based on semiotics,Shanghai red culture digital interactive design based on interactive narrative model,based on spatial narrative of Shanghai red culture scene model,based on the flow theory of Shanghai red culture education game design framework,Shanghai red culture organic integration framework.In the practice part of this paper,the concept of digital community is applied to the digital design practice of Shanghai red culture brand.Through field research and analysis of the current situation of digital design of Shanghai Kaitiandiao Tourism Zone,the existing problems and shortcomings are found: the local culture feeling is weak,the digital form is single,the cultural connotation is not deep,the content and form is inflexible,and the boundary of each dimension is obvious.Through the translation of cultural symbols,multi-dimensional interactive construction,narrative scene construction,exploration mode establishment and digital community building,the integration of local symbols visual expression,user participation behavior experience,reflection and feeling of red culture,interesting process of cultural interpretation and digital products can be realized.