Research And Application Of Brand Image Communication Design Of Zhaozhou Tea From The Perspective Of Semiotics

As tea continues to be favored by more and more young people,many tea brands are gradually flooding into the market,and the competitiveness of tea brands is constantly improving.Tea industry brands facing challenges are constantly improving their brand image.Berlin temple history culture and tea culture are also of great social value and cultural value,zhaozhou tea to a certain extent,carries on the temple’s inheritance and development of culture,but the survey also found that many shortcomings,these deficiencies will work have a negative impact on product sales and spread,zhaozhou tea,lack of market further,and weak brand awareness,brand design demand,lack of scientific,systematic,the regional characteristic products limited regionalization,the uniqueness of the temple culture and its cultural connotation is not reasonable deduction and used in zhaozhou tea brand design.Therefore,this study through the market survey method,interview method,literature analysis,case analysis and other research methods,this paper analyzed the characteristics of tea brand design and brand communication and design method of make tea brand design and its spread more satisfy the new demand of consumer psychology,and improve the visual effect of the brand,to conduct the thorough research to the Berlin temple culture and tea culture,the culture of refining and absorbs the elements of culture,combined with the concrete case,to explore the analysis of the tea brand design &propagation problems.From the theory of semiotics,this paper find out the suitable for this brand image communication design theory,metaphor symbol as essential elements in design,not only is a used to join culture and brand design &propagation effective means,through the interpretation of metaphor semiotics and apply,metaphor theory applied to the brand image and its spread,and study the essence of symbol in image design,can be effective dissemination of zhaozhou tea brand idea,and can be transmitted temple tea culture and brand awareness.The method of applying temple culture,tea culture in temples,metaphor theory of semiotics,totem elements and color elements to the brand design and brand communication of Zhaozhou tea was put forward,which provided design ideas and references for solving the practical problems existing in the brand design of Zhaozhou tea.In the design practice of Zhaozhou tea brand,this is also to test the rationality and correctness of the theoretical research.Through the summary of temple culture in zhaozhou tea brand design,put forward the blessing culture,temple culture will be refined,Berlin temple blessing culture combined with zhaozhou tea,so as to Berlin temple temple culture and the metaphor of semiotics research provide reference,as well as to the zhaozhou tea brand design and communication to provide theoretical reference.With subsequent zhaozhou,the tea brand image communication design project as an example,based on the theory analysis and survey data to carry on the design practice,the semiotics metaphor theory as the zhaozhou bridge of tea brand culture and brand spread,through the concise colour collocation patterns of decorate,integral style,aims to promote clean zhaozhou tea brand image communication is universal,on the one hand is to improve the zhaozhou differences of tea brand,brand has high recognition;On the other hand,it is to integrate the temple culture of Zhaozhou Tea into life,so that more people can feel the calm temple tea culture in the current fast-paced life.The bridge function of metaphor is used to spread the deeper connotation and perception of Zhaozhou tea brand culture to consumers,innovate the innovation strategy of Zhaozhou tea brand,stimulate consumer demand,update the concept,imprint the core of temple culture on consumers’ subconscious mind,and realize the inheritance and development goal of Zhaozhou tea brand innovation.