Research On The Innovative Design Of Contemporary Agricultural Product Brand Image

With the rapid development of China's economy,the acceleration of urbanization and the improvement of living standards,people are pursuing a higher quality of life from such aspects as consumer demand,cultural analysis,aesthetic concept and environmental awareness."Food is the most important thing for the people".In the pursuit of high-quality life,the people return to the pursuit of rural areas,and the pursuit of quality and culture of agricultural products becomes more and more prominent,which makes the competition in the agricultural products market more and more fierce,and puts forward higher requirements for the production,processing and sales of agricultural products.Therefore,this paper analyzes how to build the quality and brand image of contemporary agricultural products,how to better integrate into the market to be accepted and trusted by consumers,and how to continuously improve its brand image.In the analysis of the status quo of domestic and foreign agricultural products brands and case studies,it is found that if agricultural products want to better integrate into the market,it is far from enough to rely on the product itself,so the development of contemporary agricultural products requires the brand construction.From brand subject,brand idea,brand culture,product characteristics and the operation mode and so on various factors as the breakthrough point,to produce a comprehensive brand image construction,so as to promote the competitiveness of agricultural products in the market,and get the attention of consumers and recognition,so as to improve the quality of agricultural products,value added and the farmers' happiness index.This article through to the related agricultural products brand image design of the literature research analysis and comb,in detail elaborated the related theory of knowledge about agricultural products brand,and the related concepts are defined,the research analyzes the development and current situation of agricultural products brand image at home and abroad,put forward the existing problems in the agricultural product brand image design,and combined with case analysis summarized for agricultural products brand image innovation principles,ideas and integrated strategy.From the perspective of design,agricultural productbrands are divided into cultural,emotional,time elements,systematic and innovative design integration of brand image through the use of multimedia media.In changzhou "manor yi" brand image design,for example,from the main body of brand,brand vision design,product packaging and media to carry on the design practice and to provide theoretical basis for the study of contemporary agricultural products brand image design and practice of reference,to increase the market competitiveness of agricultural products brand,raise public awareness of modern agricultural products brand culture and consumer satisfaction,and promote the innovative development of the local culture and economy.