TITLE:
Research on the Construction Strategy of Visual Image Design at the Brand Aging Stage
AUTHORS:
Yichuan Di, Yijing Wang, Zichao Nie, Min Li
KEYWORDS:
Brand, Aging Stage, Visual Image Design, Strategy
JOURNAL NAME:
Art and Design Review,
Vol.10 No.4,
November
9,
2022
ABSTRACT: Purpose: Through the analysis of the characteristics and the
relationship between the visual image and the brand in brand aging stage, the
designer can realize significant value and master coping strategy of visual
image design in this stage. Method: The brand’s needs of the aging stage
in brand life cycle development are analyzed. The cognitive processes of restoration
and reconstruction between the relationship of customs and the brand are
studied, then we concluded the primary task and demand need to be solved in
this stage. Moreover, how to
enhance the brand’s value via element optimization and reorganization is achieved by comparing and
analyzing the problems in visual image design in which Chinese brands under the aging stage exist.
Finally, the strategy for connection repairing and strengthening between
customs and the brand can be re-established. Conclusion: Brand visual
image, which is the outer symbol of a brand, can express the abstract value of
the brand and deliver intrinsic value effectively. Therefore, visual symbol
element modification can rejuvenate the “old” brand. Meanwhile, cross-border integration
of visual elements in multiple fields can greatly deepen and broaden the brand
value effect.