Research on the Application of "China-Chic" Culture in Brand Visual Identity Design

Aoyu Jian; Zizheng Zhang; Yao Geng; Erya Fu

doi:10.54097/ehss.v20i.11424

Authors

Aoyu Jian
Zizheng Zhang
Yao Geng
Erya Fu

DOI:

https://doi.org/10.54097/ehss.v20i.11424

Keywords:

Abstract

In the brand market competition, the "China-chic" culture has become a powerful driving force in the visual image design of Chinese brands. However, the introduction of "China-chic" elements into visual design alone may result in deliberate and anachronistic marketing. Therefore, it is necessary to explore the use and effect of "China-chic" culture in brand visual identity design, so as to improve the accuracy and effectiveness of brand marketing. By selecting representative cases of brand visual image design, this paper analyzes the four paths of replication, multiplication, fission and extension to complete the visualization construction of brand image with the help of "China-chic" culture, and summarizes the current stage of "China-chic" culture application in brand visual image design. This paper also summarizes the four common characteristics of "China-chic" culture in brand visual image design. Therefore, this study is of great significance to the practice of brand visual identity design.

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