“保山甜脆柿”品牌视觉形象塑造研究

Research on Visual Image Shaping of“Baoshan Sweet and Crispy Persimmons”Brand

在乡村振兴战略背景下,实施农产品品牌化发展战略成为推动农业现代化的重要手段,品牌视觉形象是消费者感知品牌的关键,良好的品牌视觉形象可以提升品牌竞争力。保山甜脆柿是云南地方特色农产品,通过品牌视觉形象设计定位及品牌文化价值提炼,并融入地域文化元素,进行保山甜脆柿的视觉形象设计研究,达到提升品牌视觉形象、促进乡村振兴的目的。对市场、品牌视觉和受众进行调研,发现保山甜脆柿品牌视觉形象存在的问题,有针对性地进行了品牌标志、包装设计、IP形象及网络店铺形象等设计实践,为“保山甜脆柿”树立品牌形象产生积极作用,也为国内农产品品牌的视觉形象塑造提供参考。

Under the background of rural revitalization,the implementation of agricultural product branding development strategy has become an important means to promote agricultural modernization.Brand visual image is the key to consumers’perception of brands,and a good brand visual image can enhance brand competitiveness.Baoshan sweet crisp persimmon is a local characteristic agricultural product in Yunnan.Through the brand visual image design positioning and brand cultural value extrac⁃tion,and integrating regional cultural elements,the visual image design of Baoshan sweet crisp persim⁃mon was studied to achieve the purpose of enhancing brand visual image and promoting rural revitaliza⁃tion.This paper investigated the market,brand vision and audience,and found the problems existing in the visual image of Baoshan sweet crisp persimmon brand.The design practice of brand logo,packaging design,IP image and online store image was targeted,which had a positive effect on the establishment of brand image of Baoshan sweet crisp persimmon and also provided a reference for the visual image shaping of domestic agricultural products brands.