The Application Research Of Integrated Design Thinking In New Mediain Context

With the continuous development and progress of the era, science and technology changes rapidly. As a messenger to convey the culture and product information of an enterprise, brand visual identity system are getting more and more attention from the enterprise itself, and also consumers. And with the birth of various new media forms, such as the Internet, broadband data, digital technology, interactive experience, virtual environment, wearable devices, mobile devices and APP, the design of brand visual identity system has begun a new revolution. The concept and form about the design of brand visual identity system is no longer about our traditional understanding of visual language effects, like single and linear. When expressing the whole system of brand visual identity, designers usually consider various methods, forms and dimensions to meet the high-level visual requirement of users, rather than rack their brains for an individual graphic. In new media context, the traditional two-dimensional static visual language has been unable to meet the demand of market competition and mass communication for brand, visual design has changed from watch to experience, from results concern to process concern, and from demand concern to feeling concern. With the coexistence of science and art in the new media context, the design of brand visual identity system is facing new challenges. The key of the research on this subject lies in how designers carry on the design of brand visual identity with integrated design thinking to implement brand visual communication effectively.The research on this subject is based on new media context in the design environment, with the concept of “design thinking” as the breakthrough point, to understand the characteristics and expression of design thinking, and to get a general analysis of integrated design thinking. Combined with the emerge in an endless stream of new media in the present era of information, the research discusses the way of thinking for the design of brand visual identity system under the circumstance of updating media, in order to summarize the principles and methods of integrated design for brand visual identity system.The research on this subject aims at : in the new media context, when in progress the design of brand visual identity system, designers are able to think in the perspective of integrated thinking, make analysis of the characteristics of new media context, get an understanding of the convey for brand visual identity system in new media context, thus, effectively integrate the design of brand visual image. In today’s “brand leading” market environment, it is good for enterprise to have a better brand management, promote brand by integrating marketing function visually, also, realize sustainable development of brand vitality.