Study On Application Of Imagery Graphics To The VI Design Of Alpine Handmade Leather Workshop

As society advances continuously and the economy develops rapidly,a variety of new products emerge in an endless stream.In the era of big data with multiple information and transparency,people can come into contact with various brands every day in different ways.Under such circumstance,brand visual image design has gradually become the audience’s first impression of the brand.Since the emerge of brand’s visual image design,more and more companies have been aware of the importance of brand visual image design for corporate brand promotion,especially for small businesses with a limited audience.In the visual image design of the brand,the graphic is the most intuitive visual symbol.A successful graphic design is the external performance of a company’s internal characteristics and is an important way to promote the audience to understand the brand culture and product characteristics.The imagery graphics have been applied in the primitive period,with a long history in China.Hieroglyphics and totem symbols are examples of the application of imagery skills in graphics.In the era of unstandardized languages and words,our ancestors have used simple imagery to record life trivia or delivers messages.Modern and contemporary design trends pursue rationality,simplicity,and practicality.Under the influence of Mies van der Rohe’s “less is more”,graphic in VI design is more and more simplified,and abstract and geometric figures are widely used.The graphics in modern VI design is too frequently appeared and overused,which causes the elements in the brand’s visual image too simple,repetitive,and similar.At the same time,it also leads to ambiguity in understanding and fails to take the advantages of VI design: unique and easy to identify.The imagery graphic is widely used in design practice because of its intuitive and sensuous visual effects,convenience for audience memory,and rich morphology.The theoretical exploration of imagery graphics in this paper is based on the actual performed project of Alpine Handmade Leather Workshop.The article mainly discusses the following aspects: First,starting from the VI design and imagery graphics related theory,it explains their concept,characteristics,principles and effects,through the literature reading and data collection,in order to achieve a comprehensive,scientific,accurate understanding of the research subject;secondly,from the aspects of characteristics,composition,classification,advantages and disadvantages,it analyzes the law of image design applied to VI design with examples;by local investigation of the brand,determines the design orientation and conception according to the brand owner’s design appeal,brand culture,audience cognitive psychology,and set handcrafted leather tools as the source of the imagery;all of these lay a solid theoretical foundation for design practice.Then,detailed analysis of the VI design of Alpine Handmade Leather Worshop is based on the unity and uniqueness of the visual image.The graphic design abides by the principle of simplification,and adopts reasonable design methods for signs,auxiliary graphics,and standard colors.The basic part of the design is combined with the daily office supplies of the studio,and the research results are put together into a set of detailed and practical application systems,assisting in media brochures,posters,cards,handbags,etc.to help the brand establish a good image,which apply the design rules summarized in the previous section to design practice.From a long-term point of view,this is not only a reshaping of the studio image of Alpine handmade leather goods,but also a change to industry status that not attach importance to brand image design.The end of the article further develops expectations to imagery graphics prospects in future by summarizing this design practice.Based on the detailed analysis of the VI design process of Alpine Handmade Leather Workshop,the article expounds the advantages and rational use of image graphics for VI design,and verifies the feasibility of the imagery graphics design method.At the same time,in the design practice,found problems,solve problems and make constructive conclusions,enrich and improve the development of professional theories.This "Alpine Handmade Leather Goods Studio" VI design practice is expected to bring real benefits for the studio,and test the value of imagery graphics of the application to show the brand’s originality and manual features,helping studio establish a good brand image,and propaganda studio’s sell concept: “In this era which love and items are frequently replaced,Alpine Handmade Leather Workshop just wants to make a personal product that can accompany one’s whole lifetime,and witness the traces time leaves.” With the use of business cards,promotional cards,and other application products created through this design practice,the brand’s appeal is realized,allowing the customer to feel the brand’s design style and the comfortable environment of the studio,and shape the studio into an integrated leatherwear studio combining of shopping,communication and manual work to attract more fans of handmade leatherware,thereby opening up a broader market space with its own advantages in the competition of the industry and realizing the value of this design practice.At the same time,the flexible use of imagery graphic design methods and the expression of the brand image design enrichment,provide a certain reference for VI design development and imagery graphics design for independent handmade leather workshop.