Visual communication and brand building of agricultural products in the context of rural revitalization: -- Taking Linhai broccoli as an example

Xiaoming Shi; Liwei Qiu

doi:10.54097/hiaad.v1i3.2957

Authors

Xiaoming Shi
Liwei Qiu

DOI:

https://doi.org/10.54097/hiaad.v1i3.2957

Keywords:

Cultural and creative design, Brand design, Visual communication, Broccoli

Abstract

At present, the branding of Linhai broccoli has the problems of insufficient depth of characteristic connotation and low degree of industrialization. According to the four commonly used marketing methods (wholesale, offline retail, and online sales), this paper defines four target users of broccoli: wholesalers, tourists, offline retail users, and network users. Through the ergonomics research method, the target user's expectation analysis of broccoli is carried out, so as to expand the possibility of broccoli industrialization. It was found that the target users had great expectations for the expansion of the usable range of broccoli. Therefore, this paper takes each sales channel as the breakthrough point, deeply excavates the characteristics and connotation of agricultural products, and combines the regional cultural characteristics to establish a visual communication system for Linhai broccoli.

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