Research On The Brand Image Of Anyue Grottoes Scenic Area Based On Narrative Design Major In Art And Design Visual

The An Yue Grottoes are "ancient,numerous,exquisite and beautiful",and have considerable artistic value,but are not well known.The use of branding can enhance its visibility and enable a series of brand promotions,which is a necessary tool for the development of today’s tourist attractions.Narrative enables people to gain spiritual and emotional experience through the description of language,words and images.Applying narrative to the construction of a brand image can moreover allow the emotional culture behind the brand to be felt,in order to increase brand influence and awareness.This paper finds the material needed for narrative design through research and analysis of the scenic area,the natural environment and the cultural and artistic features of the area,as well as analysing the current state of the An Yue Grottoes brand visual system and pointing out the problems that exist at this stage.Combining the An Yue Grottoes’ own characteristics with related characteristics,the design principles of narrative design are proposed with the evaluation indicators of narrative design works as the premise.By combining narrative design with brand image theory and constructing a design approach that is applicable to the image of Anyue Grottoes,the regional competitiveness of Anyue Grottoes can be enhanced,and its influence can be expanded to raise awareness.With the rise of tourism,the An Yue Grottoes are now faced with low visibility and unclear brand positioning,which need to be addressed in a timely manner.Therefore,through fieldwork and literature review,this project analyses and summarises the human environment and artistic style of the Anyue Grottoes to provide a basis for the design of its brand visual identity.It also analyses the current state of the An Yue Grottoes’ image,summarises its pain points and needs,and provides direction for design principles.The design principles are then combined with the evaluation indicators of narrative design works and the above pain pointsand needs.The narrative theory is then combined with the characteristics of the Anyue Grottoes to create a framework for the narrative design approach.Finally,the design principles and methodological framework proposed above are applied to verify the feasibility of the narrative design of the brand image of Anyue Grottoes,and the applicability of the design principles and methods.