Application And Research Of Circles In Graphic Elements In Brand Design

In the context of globalization and the digital age,consumption upgrades have driven economic development and promoted consumer experience,and product competition has developed into brand competition.There are many brand styles,and circle is widely used in brand design.This is because the circle not only has perfect,natural circulation and round and vivid curvaceous beauty,but also has the characteristics of symbolization.At the same time,Circle is also an important spiritual prototype in Chinese culture,with rich cultural connotations."Circles" can not only inject new ideas and styles into the brand,help build a high-premium brand image but also increase the value of brand profits.By exploring the application of "circle" in graphic elements in brand design,to understand the artistic characteristics of circle itself and how it behaves in brand design,the thesis is divided into three parts.The first part takes the "circle" in the graphic elements as the research object,and systematically explains the research background of the circle and brand design,the purpose and significance of the research in this article,the research status and research content and framework at home and abroad.The second part is to first summarize the concept of "circle" in the graphic elements,the type of shape and the historical evolution of the circle,master the principles of brand design and the construction methods of brand design in marketing,Initially explore the theoretical knowledge of "circle" and brand design.Secondly,it analyzes the "circle" in the context of design,and explores the aesthetic,cultural and design principles of circle in three aspects.Aesthetically,circle has four forms of beauty: overall beauty,sports beauty,space beauty and artistic beauty.In terms of culture,circle is a traditional cultural totem and pattern.Circle is often linked to traditional festivals,and carries deep philosophical ideas such as the place of the sky,the outer circle and the inner side.The circle expresses a strong sense of joy and warmth..When using the circle,it is necessary to adopt an appropriate configuration method,use a reasonable color matching method,and follow the law of formal beauty as a whole to achieve a multiplier effect.Then it analyzes the application of "circle" in brand design,and finds that "circle" has the function of decorating and conveying information in brand packaging and book design."circle" is divided into two dimensions of ideology and appearance in brand design.Finally,through investigating about 800 circular signs,the five expressions of "circle" in brand design are summarized: single-shape repetition,conformable performance,structural reorganization,shape expansion,gradual change andthree-dimensional performance.At the same time,we researched the advertising slogans and corporate concepts of these brands,and more deeply interpreted the three types of emotional cultural connotation of "circle" in brand design: continuous exploration of future life connotation,pursuit of harmonious and beautiful life connotation,love and kind emotion Connotation,comprehensive analysis of the important theoretical achievements such as the artistic application value of "circle" in brand design.In the third part,it proposes the application strategy of "circle" in brand design,taking the example of graduation design practice-multi-breeding fresh e-commerce brand design.The use of structural reorganization of expression methods and the pursuit of a harmonious and beautiful life connotation and other theoretical achievements and the choice of lightness contrast color matching method to carry out the design,visual recognition system(signs,standard characters,standard colors,auxiliary graphics)to present and make the basic part of the VI design(Picture album,mascots,illustration packaging and posters),give full play to the artistic charm of the circle and shape the development of the round brand market.The "circle" brand has the functionality and advantages that other brands cannot replace.By tapping the essential characteristics of "circle",we correctly understand and develop "circle",explore the artistic appeal of circle in brand design,and develop the future brand design.Provide scientific guidance and basic aesthetic theories,and contribute to modern art design and construction.