Research On The Brand Image Design Of Tomato Diary Under The Network Consumption Culture

Nowadays,with the maturity of Internet technology,the traditional business models of many brands have been impacted,and their consumption patterns have also been changed accordingly.Faced with the widespread popularity of the Internet and the upgrading of multimedia equipment,many online brands that are different from traditional brands have been born,fresh products in daily life such as vegetables and fruits can also be purchased through online platforms,and the way of online shopping has become a consumer culture with the characteristics of the times.Starting from the perspective of Internet consumption culture,this article discusses the strategies and design principles of Internet brand image design,which is different from traditional brand image design in terms of expression and development mode.Take the tomato in local poverty alleviation vegetables as an example,and take the Tomato Diary brand creation is a practical project,carried out systematic research from the following aspects: in addition to improving the quality of brand products for online brands,how to promote the brand image in multiple dimensions,how to provide consumers with a good brand experience,and how to achieve differentiation in the same vegetable and agricultural product brand,how to realize the personality,practicality,aesthetics and sustainability of the brand package.The thesis is divided into five parts.The first part expounds the research status of related theories of online consumption culture at home and abroad,and points out the research direction for the design practice of this article through induction and summary,and provides theoretical basis and practical experience.In the second part,by distinguishing between consumer culture and consumerism and summarizing the related theories of consumer culture,it analyzes successful Internet brand image design cases and summarizes what can be learned.The third part uses the field research method to conduct field research and analysis of the Tomato Diary vegetable and agricultural products,and analyze the problems of the brand from the brand development,sales market,and consumer groups.The fourth part combines the research theory and practice,through the corresponding design cases to support,and finally draws the design strategy and design principles of the Tomato Diary brand image design under the Internet consumption culture.The fifth part is to grasp the development trend of brand image design under the Internet consumption culture,through combing the design concept,design positioning and element extraction of the Tomato Diary brand image underthe Internet consumption culture,applying the brand image design principles under the Internet consumption culture to Tomato Diary brand image design practice.The innovation of this article lies in the topic selection of Internet consumption culture related theories that follow the pace of the times to guide the practice of brand image design of online brands.Compared with traditional offline brand image design,web design and instant brand interaction are added.In the form of illustrations,the local customs and cultural traditions of Zhangjiakou area are used as elements in brand packaging and brand image design,aiming to highlight the characteristics of the origin of tomatoes,and from then on to distinguish the visual effects of tomato brands from other origins.Through in-depth research on the brand image design of Tomato Diary,this paper explores the promotion methods of online brand image design under the network consumer culture,and summarizes the design strategies and design methods to provide practical basis for the online brand image design of vegetable and agricultural products under the network consumer culture.It also broadens the way for tomato sales in Chongli District,Zhangjiakou City,Hebei Province.