Research On Visual Design Of Real Estate Brand "Poly Jinyue Hefu Project"

With the rapid development of China's real estate industry,there has been a great fever for house purchasing,leading China's real estate market to change from the quality pursuit strategy to the commercial strategy.According to the commercial real estate strategy,brand construction has gradually played a major role in the commercial strategy.Currently,China's real estate enterprises,though having realized the importance of brand construction,have not yet thoroughly implemented it but regarded brand construction as a way to promote sales.Consequently,the role of brand construction is not given into full play.In the real estate brand construction process,there are tremendous differences between enterprise brands and project brands,which can cause the ambiguity of consumers' brand cognition.Additionally,serious mistakes and problems also exist in project's brand design,which calls for effective solution from the perspective of visual design.This paper explores and studies problems existing in real estate brands and in their design innovation.According to the author's working experience in real estate design companies for more than half a year and referring to a series of literature,the author observes that research into real estate brands from the perspective of visual design is still insufficient,and that most scholars discuss the real estate industry from the perspective of management science.Therefore,the author should provide evidence for the importance of real estate brand construction from the perspective of visual design.According to the author's real estate project experience,the author thinks that there are serious problems and mistakes with the design of the current real estate industry.It seems that a stereotyped design model has been formed,which lacks design innovation.This research proceeds from the perspective of visual design to provide the problem-solving thinking for "Poly Jinyue Hefu Project" design so as to arouse the real estate enterprise's attention to brand construction,realize the brand value,and strengthen the correlation between enterprise brand and project brand.The brand competitive development strategy can help the project strengthen its core competitiveness in the market.Besides,the real estate brand design is boldly explored,considering the current design fashion trends,such as elements,colors,illustrations,spaces and styles.The exploration outcomes are demonstrated in brand design of "Poly Jinyue Hefu Project".This paper consists of five sections.The introduction part mainly covers the research background,research content and research significance,refers to scholars'research findings concerning real estate brand construction at home and abroad,and analyzes the research status of real estate brand visual design at home and abroad.Chapter 1 expounds on the current status and existing problems of the real estate brand visual design,and exploration of the real estate brand visual design trends in the future.Chapter 2 introduces "Poly Jinyue Hefu Project",and the project positioning.Chapter 3 formulates the development strategies for the project's visual design,and discusses the brand visual design from three aspects,including principles,ways of manifestation and objectives.Chapter 4 demonstrates the brand visual design of "Poly Jinyue Hefu Project"to systematically show elements of the brand visual design,including the basic element system and the application element system.At last,this paper provides the solutions for problems existing in the current real estate brand design to deepen the impression of the visual design of real estate projects on audiences,improve the enterprise's brand positioning,and enhance the enterprise's core competitiveness.Additionally,these solutions can help reduce the differentiation between corporate brands and project brands,thus avoiding consumers' confusion of brand cognition.Last but not least,the fixed real estate brand visual design model can be removed,thus laying a solid foundation for exploration of new trends of real estate brand visual design,and providing more possibilities and thinking for the development of brand visual design.