Research On Visual Image Design Of Agricultural Products Brand From The Perspective Of Experience

Since the country has comprehensively promoted rural revitalization,many corresponding policies have been launched to promote the branding of agricultural products,and the branding of agricultural products has received more and more attention.From the perspective of experience,this paper took consumers’ brand experience as the basis and combines the analysis of the current situation of existing agricultural brands to provide a new entry point for the visual image shaping of agricultural brands.Through questionnaire research,it learned that consumers of agricultural products brands have the characteristics of preferring online shopping,preferring practicality and valuing appearance at the same timeexperience,sensory experience and thinking experience.Based on the theoretical,current situation and questionnaire analysis results,this research propose corresponding visual image design strategies for agricultural products in each of the four dimensions of brand experience;finally,taking the brand design practice of Chuanlun grape brand as an example,this research optimize its existing brand visual image such as brand logo,color scheme,auxiliary graphics,standard font and packaging,and design additional peripheral image products such as brand gift boxes,cards and gifts for it.Through this research and design this study hopes that this research and design can provide some reference for the improvement of the added value of agricultural products and the development of agricultural product branding.