Research On Visual Image Design Of Jingxian Rice Paper Brand

Since the 21 st century,our government has continuously improved the laws and regulations with intangible cultural heritage as the core and issued policy documents to protect outstanding traditional culture.A series of measures taken by the state has brought great opportunities for the development of intangible cultural heritage.As a representative of intangible culture,rice paper is a treasure of Chinese traditional art and an outstanding representative of handmade paper.rice paper industry is a unique cultural industry.After experiencing glory,hardship,rebirth and rise,the brand building of rice paper enterprises still has some problems,such as homogenization,unclear positioning,and inconsistent brand image,and low-end rice paper has no brand vision image.How to deepen the inheritance and protection of rice paper culture through design ways,stimulate the vitality and vitality of rice paper culture,and explore an effective development direction for shaping the visual image of rice paper brand is a question worthy of promotion and discussion.First of all,starting with the rice paper industry,we know the development history of Jingxian rice paper from only existing in the Xiaoling grass market to now spreading all over Jingxian county,dividing the rice paper enterprises into high-end rice paper and low-end rice paper,analyze the different development of high-end rice paper and low-end rice paper,and conduct detailed brand image research,combing and investigation on the representative brands of high-end rice paper and lowend rice paper.At present,there are some conclusions,such as homogenization of rice paper brands,lack of awareness of brand upgrading,and lack of a visual image of low-end rice paper brands.Further research also shows that the plight of the rice paper industry is mainly concentrated in low-end rice paper enterprises,such as Jimoxuan.Then,based on industry research and visual image research of rice paper brands,the author makes a feasibility analysis of improving the dilemma of low-end rice paper through three dimensions: small investment,small dissemination of brand strategy,convenient internet media support,and government support,and proves that it is feasible to adopt brand-related theories.In order to improve the dilemma of low-end rice paper,based on brand-related theories and successful cases,the author puts forward a small and beautiful design method for rice paper brand visual image,which mainly includes subtracting the design,adding the brand,and making the vision around the brand.This method is applied to the design of the brand visual image of Jimoxuan paper,forming a design strategy for the brand visual image of Jimoxuan paper,so as to define brand positioning,explain brand stories,and plan brand image as a whole.Finally,based on the investigation and analysis results,combined with the brand design strategy,it is clear that the brand visual image of Jimoxuan Paper is mainly divided into three parts:the basic part of brand visual image design,the application part of visual image and the application part of brand media.Given that the Jimoxuan brand is positioned as a low-end brand,and the mainstream consumers are college students and young artists,the process of brand-building should not be too complicated,and it needs to be spread through Internet media.In order to get brand traffic quickly and open the market,the design focus will be on the basic design and brand media application.It is hoped that the brand image design will show consumers the brand connotation intuitively,lay a foundation for Jimoxuan’s brand promotion,enhance the market competitiveness of Jimoxuan’s brand,and provide new ideas for the brand visual image design of Jingxuan rice paper.