In Line With The Research Of Real Estate Brand Visual Psychological Needs Of Home Buyers

China’s real estate market started its commercialization from 1998 when China basically ceased the welfare-orientated public housing distribution policy, and took a certain scale in 1990s. By dual influences from relevant finance supporting policies of China and accelerated urban construction, the real estate market economy takes up an increasing proportion in domestic GDP in recent years, resulting in fascinating achievements. The real estate has already become a pillar industry in China.With commercialization of the real estate, the developers start to improve the quality of buildings, focus on the brand creation, enhance the service management, and improve their core competitiveness. To establish a visual identification system is an effective method for the developers to improve the brand image of their real estates. The visual identification system can make a normalized extension for the building logo and other basic elements to form an inherent brand image and to enlarge the building’s popularity. To design a good visual identification system and make it leave deep impression on customers, the developers shall not only meet universal aesthetic demands but also correspond to psychological needs of house buyers.This paper is based on the author’s actual work experiences and also refers to considerable industrial information and relevant theses. This paper consists of five parts:the first chapter is an introduction to reasons for selection of this topic, research methods, characteristics of the real estate industry, and the significance of visual image to a real estate brand. The second chapter analyzes psychological needs of house buyers. A research is made on the psychology of house buyers based on consumer psychology. From the perspective of consumer psychology, this chapter divides different house buying groups, and explores differences of their psychological needs. Chinese people love houses, and they have different reasons for buying houses. For large-sized consumer goods such as house, buyers are certainly very cautious while choosing. The developers need to know and master those factors affecting house buyers’selection inclination. The third chapter first gives a discussion on the way of the real estate brand image into the real estate marketing promotion as well as the way of such image to play its role, and then discusses relevant reasons and advantages of the visual image of a real estate brand designed to accord with psychological needs of house customers. With development of domestic economy, gradual maturity of the real estate market, both house buyers and relevant developers have deeper cognition to the commercial real estate as well as higher requirements for the visual image of the real estate brand. To improve market competitiveness, the developers must make their brand visual images more characteristic. Moreover, psychological needs of house customers shall be taken into account in the early stage of brand visual image design. In this way, not only customers will be given a good primary impression on the real estates, but also it is beneficial for the developers to further specify orientation of the projects. The fourth chapter analyzes, through the research on practical cases of three real estate projects, the application status of the real estate brand visual image, so as to find out main issues in the present real estate brand visual image. The fifth chapter summarizes main contents of above chapters, states design principles proposed in this paper, and gives some advices for the way how to make a good visual image of the real estate brand. Furthermore, the author also adds the design case in which he ever engaged into this chapter, and gives his own viewpoints against what he sees and hears in daily works as well as the development trend of the future real estate brand visual image.