Research On Hanfu Brand’s Visual Image Design

In recent years,with the renaissance of traditional culture is raging,national costume which is a branch of traditional culture is pushed to the public.Chinese national costume was named Hanfu also and the development of it had a history of thousands of years.We can learn the national culture,social background,and human spirit from the costume culture of each dynasty and Hanfu culture is an excellent costume culture worthy of us to inherit and carry forward.Nowadays,Hanfu has become more and more popular and accepted by more and more people.Therefore,the Hanfu industry has sprung up like mushrooms and quickly occupied a market.At the same time,due to the short development time of the Hanfu industry and the insufficient awareness of Hanfu merchants,many Hanfu merchants focus only on product design,but ignore the importance of Hanfu brand visual image design.From the perspective of brand visual image design,this article focuses on exploring the existing problems in the Hanfu brand’s visual image.Through analyze the case of hot-selling Hanfu brands,then summarize the advantages and disadvantages of this brand’s visual image development process.And based on the theoretical research,I think about my self-made “Luo·Han” Hanfu brand.From the data that surveyed on the development of the Hanfu brand market and the potential demand of consumers,I determined the position of the “Luo · Han”Hanfu brand.Further I completed the overall creation in the visual image design of the “Luo·Han”Hanfu brand.At the same time,these jobs provide a reference for the development of the visual identity of the Hanfu brand in the future,then promote the inheritance and development of Hanfu cultureThe main contribution of this paper includes the following points,firstly,I will discuss the research background,research content,research methods,research status at home and abroad,topic highlights and innovation points.Secondly,the definition and elements of the brand visual image will be summarized,and the basic principles of brand visual image design will be elaborated,which provide theoretical support forthe case analysis below.What’s more,analyzing the advantages and disadvantages of the hot-selling “Hanshanghualian”,“Shisanyu”,“Chonghuihantang”,“Zhonglingji”,“Lanruoting”that are top 5 online rankings of annual output value in 2019 and summarize optimization strategies from three aspects is also the focus of this article.Finally,through the above points,the visual identity design of the self-made Hanfu brand “Luo·Han”will be thought,the brand position and the creative content of its brand visual image design will be determined,then I will expand the promotional content of it to complete the overall creation.