Study On The Image Perception And Design Of Tourism Signs In Jiangnan Ancient Towns

Tourism logo image is a part of the tourism destination image visual image,tourism destination is the most intuitive image information,its basic color,graphics and application of elements can directly display the destination image concept and characteristics of information.However,the development of Jiangnan ancient towns is restricted by the modernization process,and its tourism image is greatly impacted.In this article,the six most representative ancient towns in the ancient towns of Jiangnan:Wuzhen,Zhouzhuang,Xitang,Tongli,Luzhi,and Nanxun ancient towns are selected in a small way.First of all,their existing tourism image systems:MI image positioning,The BI tourism service,VI visual landscape,and the graphics,colors,and applications of tourism image signs are compared and analyzed.Then,the tourist factors,destination factors,and tourism image signs of the six ancient towns in the south of the Yangtze River are actually investigated.IPA analysis of the pre-tourism expectations and post-tourism perception of each image factor.The five-scale scale was used to evaluate the graphics,color,aesthetics,recognition,communication,and era of the tourism image signs of each ancient town.The problems of tourism image,put forward the corresponding design strategy,summarize the design principles and design methods,accurately define the tourists' awareness of the image of the six ancient towns in the south of the Yangtze River,and enhance the richness,spread,and image perception of the Jiangnan culture.Finally,select Luzhi Ancient Town with a lower tourist image perception score as a specific case,dig deep into Luzhi tourism elements,summarize and refine it,reposition Luzhi tourism image,redesign its image logo,give different Design scheme;then use the expert consultation method to optimize multiple design schemes,determine the final scheme,and conduct VI design.