Application Of Visual Thinking In The Design Of Visual Recognition System

Nowadays,brand has become the main basis for people to buy goods,and building brand has become an important trend of market development.As an indispensable powerful tool of brand marketing,visual identity system has been paid more and more attention by brand builders.The main function of visual recognition system is to use the diversity and unity of graphics to promote recognition,and present the main concept of brand in the form of some image,and then transmit information.And designers tend to fish in troubled waters when they handle graphic images,and they are not good at grasping the diversity and unity of graphics.As a result,most of the brand’s visual identity system can’t play its main function well.In view of this problem,this paper studies the visual thinking in the design process,hoping to do a good theoretical foundation for the presentation of graphic image and the grasp of the diversity and unity of graphic system.In addition,visual thinking belongs to the category of psychology,psychology is the underlying discipline of brand marketing.The study of visual thinking can insight into the essence of information dissemination of visual identification system,and fundamentally solve the problem of information accuracy of graphic system.Because good design is often the application of people’s common psychology and collective subconsciousness,and because the audience unconsciously exercises visual thinking in the process of watching,it is particularly important for designers to learn how to use visual thinking deliberately in the process of design.Based on Arnheim’s visual thinking theory,this paper mainly studies the direct perception of visual thinking,Gestalt psychology and the principle of image generation.Through the research,this paper explores the generation principle of image in people’s eyes:the so-called image felt by the audience in the visual recognition system is the arousal of "present" to "past".In this process,there are only two things that happen in people’s visual perception.One is to extract the general characteristics of the things we see(now acquired),and the other is to grasp the generality in space and time(linking the present acquisition with the past acquisition).If this principle is brought into the design process of visual recognition system,or the ability of visual thinking is deliberately used in the design process,then whether it is to accurately grasp the image of the brand name,or to build a diversified and unified graphic system,it can be easily carried out.In addition,it is found that the sense of movement of figures is the joint action of the holistic tendency of visual perception and the grasp of general structural features by visual perception.At the same time,it is also found that visual perception is the direct perception of visual thinking for the incomplete part of graphics and the mutual transformation of positive and negative shapes.It is also the overall grasp of time and space by visual perception for solving visual problems.For the application of these principles,designers can better grasp the tendentious tension of graphics,and better create the multi meaning of graphics.