Research On The Application Of Illustration Design In The Brand Image Of Rural Tourism

In October 2018,the National Development and Reform Commission and other departments jointly issued the Action Plan to Promote the Quality Improvement and Upgrading of Rural Tourism Development,which proposed to "encourage social capital to participate in the development and construction of rural tourism" and strengthen relevant policy support for the development of rural tourism.In 2019,the total number of visits made by rural tourists in China exceeded 3 billion.Affected by the epidemic in2020,the popularity of rural tourism in China increased by 148.8% in the second quarter of 2020 compared with the previous quarter.From July to August of the same year,the total number and total income of rural tourism in China have reached more than 90% of that before the epidemic.With the strong support of the government,rural tourism is developing vigorously,and the requirements for the brand image construction of rural tourism are getting higher and higher.The cultural and personalized characteristics of rural tourism will be paid more attention in the future development.Yuanjiacun is a well-known rural tourism destination favored by tourists.In order to improve its overall competitiveness among similar scenic spots,it is necessary to solve the problems existing in the rural brand visual image system,improve the recognition of rural tourism brand image,so as to further expand the influence of rural culture and provide more diversified visual expression ways for the communication of rural culture.Lay a good visual foundation for the rural creative development road.This topic adopts the case analysis method,literature research method,field investigation method and questionnaire method to study the application of illustration design in Yuanjiacun brand image design.Firstly,the basic connotation of brand image design,rural tourism brand and illustration design is clarified,and the feasibility of applying illustration in brand image design is expounded,and the concrete examples are used to prove it.Secondly,it introduces the basic situation of Yuanjiacun.Through field research,combining theoretical basis with field investigation,it summarizes the existing problems in the brand image design of Yuanjiacun,analyzes the necessity of incorporating illustrations into the brand design of Yuanjiacun,and formulates relevant questionnaires around the problems related to the brand image design of Yuanjiacun.Besides,relevant questionnaires were issued to collect tourists’ opinions on Yuanjiacun,focusing on the analysis of tourists’ preference for Yuanjiacun brand image design and illustration style,and spsspro and other software were used to recover and analyze the data results of the survey questionnaire,so as to clarify the extraction sources and application principles of illustration elements,and formulate solutions.That is,combining the cultural connotation and the current development situation of Yuanjiacun,the cultural resources of Yuanjiacun are effectively integrated and a new rural tourism brand image is proposed through reasonable design.The author takes the spirit and material culture of Yuanjiacun as the main source of inspiration for the design and carries out the design practice with the expression form of illustration design.In practice,the advantages of illustration design are used to enrich the visual expression form of Yuan Jiacun,enhance the visual expression of Yuan Jiacun brand,so that it can better adapt to the development of The Times,and then provide new solutions for the construction of regional brands in rural areas and the realization of sustainable development of rural areas.Rural industry needs a representative visual symbol that can reflect its different characteristics and has distinct characteristics.By integrating illustration into the brand image,people can experience more brand concepts and narrow the relationship between audience and brand through the expression of illustration.The combination of illustration and Yuanjiacun brand image can make up for the lack of recognition in the current rural tourism brand image system,and add a solution from the perspective of graphic designers for the inheritance of rural history and culture and the development of regional economy in the new era.