"Kunming Taste" Brand Visual Image Design And Promotion Research

The influence of cultural industry in economic development is increasing,and the cultivation of brand culture is being paid more and more attention.After market test,the cultivation of brand culture focuses on the uniqueness of regional culture and the diversity of brand building methods.With the consumption upgrading,people's consumption is largely determined by their "brand identity" in the consumption process.All walks of life began to have the awareness of brand building,consumer demand has also changed,gradually from rational consumption to emotional consumption,the consumption process because of psychological needs and emotional needs of the brand identity has become the leading factor of consumption.China has been a country that loves food since ancient times.The diet in a region directly reflects the living habits of the local people and their culture.Food is an important carrier of regional culture.As an important carrier of regional culture,food and beverage brand building has increasingly become an important field of private enterprises and even national brand planning in the market economy.This paper first analyzes the development status of domestic catering brands and draws lessons from cases,summarizes the reasons for the lagging development of catering brands,and the advantages of the rise of new catering brands.From the perspective of visual communication design,the concept of catering culture brand and design connotation,consumer behavior,psychology,and the spread of regional culture and heritage,research in kunming,yunnan province is analyzed of the some of the traditional diet,combined with the traditional culture of Kunming,to "a bite of Kunming" brand catering for the actual carrier,brand visual image of the promotion study,made the strategy of "a bite of Kunming" catering brand visual image framework,has made the detailed design,to promote the development of the traditional diet food brand younger,attract the attention of young consumer groups,Promote the catering brands bearing regional culture,and realize its economic value,social value and cultural value.