Innovative Path of Visual Communication Design for Urban Cultural, Sports and Tourism Integration Projects from the Perspective of Immersive Experience

Abstract

In order to solve the problems of homogenization in visual communication design and shallow cultural exploration in urban cultural, sports and tourism integration projects, this study explores from the perspective of immersive experience. After defining the core concepts and clarifying the mechanism of visual communication design, analyzing the current situation and problems of project practice, proposing a four-dimensional innovation path of "technology empowerment cultural rooting interactive efficiency system integration", that is, using VR/AR and other technologies to build virtual and real visual spaces, transform regional cultural symbols, create participatory experiences, and construct a full process visual system. Research has shown that visual communication design needs to integrate culture, technology, interaction, and planning, which can provide support for enhancing project immersion and competitiveness.