Research On Innovative Design Of Chinese Fast Food Brand Visual Image

China has a long history of food culture, food culture is an important part of Chinese culture. To the general public, food is not just a matter of material thing, but containing the connotation of social, psychological, folk, aesthetic, etc.With the rapid development of our economy, the improvement of people’s living standard and the accelerating pace of modern life, the traditional food industry is fastly transforming to the modern fast-food industry. As one of the characterization of Chinese food culture, Chinese fast food owns its distinctive features. New market opportunities created a variety of Chinese fast food brands. However, in competition with other fast food brands, especially the Western-style fast-food brands, the Chinese fast-food brands show their vulnerable aspects. And the key point is the design of the brand visual image.The Paper firstly discussed and analyzed the theory related to the fast food brand visual design. Through the analysis of the fast food brands and brand visual identity system, the paper made a preliminary understanding of fast-food as a popular form and the operation of its brand.On this basis, proposing the understanding of modern consumer psychology to the fast-food brands and elaborating the essence of the fast-food brands visual design from the perspective of semiotics.The development of Chinese fast food brand is a process from scratch, after analysis of the development of Chinese fast-food brands and their visual history, describing the status of the Chinese fast food brand visual design.In analysis and comparison of the United States, Japan, Hong Kong and other fast-food brand visual design, finding design tools and strategies which can be learned.Finally,on the basis of text analysis and discussion, proposing the basic principles, strategies and methods of the Chinese fast food brand visual design, and giving a brief analysis on the development trend of it.The article draws on the theories of semiotics, psychology, folklore and other disciplines, by depth analysis and elaboration on the various elements of the Chinese fast-food brand visual system design, in the difference of contrasting and learning between the Chinese fast food brands and other national and regional fast-food brands, explicitly proposed the relevant principles,strategies and methods of the Chinese fast food brand visual innovative design providing a useful guidance of modern Chinese fast food brand visual image design.