Research On The Application Of Visual Association In Brand Logo Design

The logo design has become the label of modern commercial brands with concentrated,strong and refined visual art.In order to leave a deep visual impression on consumers and they also further generate the desire to know and purchase,the logo design must visually highlight its own product features and brand name,if necessary,it also needs to reflect the core selling point of the brand,as well as the difference from other brands of the same type.Visual association is the understanding and memory of things or concepts formed in the brain based on past experience triggered by the visual characteristics of symbols.Consumers reflect on product information and brand image through the expression of language elements and graphic symbols related to logo design.This kind of brand awareness is closely related to association.If the association and cognition of the brand are always related,it will not only create a sense of trust in the brand image,but also have a great impact on consumers’ purchases.Therefore,the more affirmative associations and cognition of the brand,the greater the possibility of becoming a strong brand.Consumers can easily understand the characteristics and effectiveness of the brand through the form and color of the visual components of the logo design.By understanding the two elements of the form and color that will cause the association,the degree of influence on the recognition of the brand and the memory of the brand can be easily understood.This is to reveal the importance of logo design that allows consumers to understand deeply.At present,modern enterprises have paid attention to logo design,distinguishing products of the same type from the market,and at the same time use their own logo design to show the unique style characteristics of their brand,and this kind of logo design requirement with profound connotation has gradually affected The use of design styles,colors and elements of contemporary logo design.Moreover,changing in the market environment and social development,as well as in the diversification,complexity,and youth of consumer groups,deepen consumers’ awareness of brand images and concepts,and the understanding of the product,to promote the marketing of the product.This article uses literature research method,case analysis method,through the application related theories of visual association in brand logo design,as well as domestic and foreign well-known brand logo design cases to conduct research and analysis,and explore the positive role and significance of visual association in brand logo design,And the impact on consumers.At the same time,the research content and conclusions of this article will also become the theoretical basis of the author’s graduation creative design,so as to carry out the corresponding brand logo design work.This time the author has designed three creative designs,namely honey brand logo,supermarket brand logo design,and lighting brand logo design.The brand logo design model,color and application are elaborated.Through the narrative of this article,it can provide certain reference value for other designers.