Research On Visual Design Of Local Characteristic Agricultural Products Brand Image

In the context of economic globalization,any industry must develop with the times,otherwise it will face elimination.my country is a major agricultural country in the world,and agricultural development will also follow the trend.In 2019,the central government issued the No.1 document,advocating "one village,one product" and "one county,one industry",focusing on the development of distinctive agriculture and the construction of distinctive agricultural brand advantages.However,in the process of agricultural product brand building,there are often problems such as unclear business subjects,serious brand homogeneity,unclear positioning,inaccurate market,and at the same time not paying attention to the visual design and brand promotion of agricultural specialty products.This can’t help but let us think about the issues of how to build agricultural specialty brands,how to promote the upgrading of the agricultural industry,how to increase the added value of agricultural products,and how to increase consumer trust under the new situation of consumption upgrading.At the same time,with the continuous development of the social economy,the continuous advancement of science and technology,the quantity of information and the rapid spread of information,consumers are becoming more and more rational and paying more attention to the quality of agricultural products.Under this circumstance,the quality problems of agricultural products are prominent,and the brand building of agricultural products is more prominent.Agricultural product brand is a very important condition in supply and demand.Based on this factor,this article uses local agricultural products as a carrier,combined with brand building thinking and methods,to form agricultural special product brand building methods and strategies.Through the literature analysis method,field investigation method,case analysis method,and interview method,the whole article combs the relevant theoretical knowledge,deconstructs the relevant connotation,obtains inspiration from the case,and obtains the factors that affect the construction of agricultural specialty brand.First,through the relevant theoretical research on the visual design of the brand and agricultural product brand and brand image,the brand definition of this paper is proposed and extended to the agricultural product brand;second,the domestic agricultural products are obtained from the analysis of foreign agricultural product brand construction Enlightenment of special product brand building,and through the study of domestic typical cases,it is found that the current domestic agricultural special product brand building and brand visual image design have the desirability and problems,and provide a basis for the subsequent agricultural special product brand building strategy;finally,through Based on the above research,a model for theestablishment of local specialty agricultural product brands is obtained.Taking the "Little Golden Apple" brand design practice in Xiaojin County,Aba Prefecture,Sichuan Province as an example,combined with the analysis of consumer purchase behavior and purchase demand,a corresponding visual design plan is made.