Research On The Design Of Visual Identity System For Tianmen Steamed Food Festival

In 2022,the Guiding Opinions on Promoting Brand Building in the New Era issued by National Development and Reform Commission(NDRC)and other departments mentioned that intangible cultural heritage festivals have become the focus of brand building.Tianmen Steamed Food Festival is one of the most important intangible cultural heritage festivals in the local area.However,research shows that the festival lacks awareness of brand building and its brand image needs to be optimized,which is not conducive to the brand promotion of intangible cultural heritage festivals.Therefore,this paper conducts indepth research on the building of the visual identity system for Tianmen Steamed Food Festival.Based on the theory of hierarchy of needs and examines the shift of consumer demands to experiential needs in the era of experience economy.Furthermore,by incorporating the theory of brand experience,it provides guidance and strategies for brand development.Research methods such as field survey,questionnaire survey and interview are used.Firstly,a questionnaire survey was conducted on users’ perception,and in-depth interviews were conducted with target groups and brand design stakeholders of Tianmen Steamed Vegetables Food Festival.The results shows that young and middle-aged people are most concerned about the brand vision,but they are not actively involved in the festival;while elderly people participate in the festival with great enthusiasm,but they pay less attention to visual elements.Therefore,young and middle-aged people were selected as the core target audience for brand promotion.Based on target audience analysis and case analysis,In terms of the design style,Tianmen steamed food ingredients and local intangible cultural heritage elements are chosen for IP design and auxiliary graphic design.The design practice is divided into two parts: basic elements and application elements.Among them,the basic elements are subdivided into logo design,standard font design,and IP design.The application element design part is subdivided into three stages: before,during,and after the festival according to the organization process of the festival.Through the design of the festival’s visual identity system at each stage,the goal is to increase the effects of Tianmen Steamed Food Festival.After completing the design practice,this paper used the Paul Neill psychological curve,questionnaire survey and interviews to evaluate the design practice.The evaluation results show that this design has a certain optimization effect,which can enhance users’ memory,favorability,and user viscosity,and the IP design has a high recognition among the audience and strong visual appeal to users.By optimizing the visual identity system for Tianmen Steamed Food Festival,audiences show strong willingness to learn about the culture of Tianmen steamed dishes and participate in it.