Brand Image Design Based On Gestalt Psychology

Brand is one of the most influential and attractive tourism images.The brand image of a scenic spot is a part of making tourists have a deep impression on the scenic spot,and it is an important image window of a scenic spot.In terms of culture,it should not only fully reflect the style and characteristics of the scenic spot,but also carry the cultural and historical deposits it contains,and interpret the cultural connotation with the intuitive and eye-catching display form favored by tourists,so as to play a positive role in promoting the inheritance and promotion of culture.Under the guidance of Gestalt psychology,with Maiji Mountain Grottoes as the carrier and the scenic spot brand image as the design object,this topic explores how to provide the design method guidance of Gestalt psychology for the scenic spot brand image in an innovative way,so that Maiji Mountain grottoes can form a set of innovative and unified brand image design,so that can be distinguished from other similar scenic spots.So as to realize the effective dissemination of scenic features.In theory,literature collection method is used to sort out related literature and data of Gestalt psychology,deeply understand and study the main theories and principles of Gestalt psychology,and summarize the basic principles of Gestalt applicable to brand image design methods: simplification principle,gestalt principle and similarity principle.Establish the brand image design strategy based on Gestalt psychology,and then verify its feasibility in brand image design through excellent cases.In terms of design practice,based on the construction of design strategies,the brand image of Maiji Mountain Grottoes is positioned and conceived.By using the basic principles of gestalt,the visual image of Maiji Mountain grottoes is extracted and redesigned,and applied to the brand image design,a set of brand image design of it with integrity and difference is produced,so that the art and culture of it and scenic spot style can produce unique memory points in the public vision.Based on the application of Gestalt psychology in the brand image of scenic spots,this paper analyzes people’s cognitive psychology from the perspective of Gestalt psychology,and discusses how to apply it to the brand image of scenic spots.Digging into the cultural,cultural and natural resources of the scenic spots and as the visual elements of the brand image,to create a consistent with the public aesthetic perception,brand image.Through the study of this topic,we can provide more theoretical practice,practice and research reference for designers in the scenic area brand image,so as to design more consistent with People’s cognitive psychology of the scenic area brand image.