基于品牌形象线上推广的农产品IP设计研究

Research on Agricultural Product IP Design Based on Online Promotion of Brand Image

本文分析了农产品IP在品牌形象线上推广中存在的问题:设计风格同质化;视觉形象缺乏地域特征;农产品IP设计延展应用不足。通过案例解析提出了农产品IP的设计开发策略:通过产品核心价值视觉化实现设计差异化;通过家族化IP设计实现延展;虚拟与现实深度融合实现互动;视觉形象升级适应新媒体传播。以期通过IP设计帮助农产品品牌形象提高辨识度,提升品牌亲和力,增加用户黏性,降低传播成本,扩宽传播渠道。

This paper analyzes the problems of agricultural product IP in online promotion of brand image:homogeneity of design style;lacks of visual image regional characteristics;Inadequate extension and application of agricultural product IP design.The design and development strategies of agricultural product IP are put forward through case analysis:design differentiation realized through visualization of product core value;extension realized through family IP design;interaction realized through deep integration of virtual and real;new media communication adapted by the upgrade of visual image.It is expected to help agricultural product brand image to improve the recognition,enhance brand affinity,increase user stickiness,reduce communication costs and broaden communication channels through IP design.