Research On The Visual Image Design Of Qikou Ancient Village Brand From The Perspective Of Rural Revitalization

The report of the 20th National Congress of the Communist Party of China clearly points out that rural revitalization should be comprehensively promoted and the development of rural areas should be placed in a more prominent position.The aim is to promote the all-round development of rural areas with the support of national policies.Under the background of rural revitalization strategy,tourism economy of ancient villages has ushered in a new development.Tourism is a strategic industry for the development of ancient villages,and these tourism resources have high economic value.Ancient villages are the crystallization of historical,cultural and economic value left over with the precipitation of time.Their unique architectural styles,folk customs and cultural heritages have become important places for modern people to perceive and learn traditional culture.However,some ancient village tourism ignored the importance of overall brand construction and systematic visual image design in the actual operation process,which affected the development and promotion of ancient village tourism brand.As a unique group of ancient villages in Luliang City,Shanxi Province,Qikou also has a new vitality of development under the background of rural revitalization.By creating a visual image of a distinctive brand to enhance the influence of the scenic spot,inherit the history and culture of ancient villages,drive the common development of surrounding industries,and help Luliang,a national-level poverty-stricken county,achieve high-quality economic growth,so as to get rid of poverty.Based on the theories of brand science,semiotics and Gestalt psychology,this thesis will conduct a holistic study on the brand visual image design of Qikou ancient village under the background of rural revitalization strategy.Firstly,the relevant concepts of "rural revitalization strategy","ancient village protection" and "brand visual image design" are expounded and defined.Secondly,this thesis studies and analyzes the historical and cultural background,natural and cultural landscape and the current situation of the visual image of Qikou ancient village by combining literature research and field research.In the process of building the visual image design of ancient village brand,we should not only pay attention to rational objective data,but also pay more attention to perceptual research and analysis.Therefore,in the third chapter of this thesis,UGC and questionnaire survey data of residents and tourists are included in the scope of image perception of Qikou ancient village,and combined with the development goals of Qikou local government and the development positioning of ancient village,the overall brand construction strategy is proposed,and the basic design principles and design methods for building the brand visual image of Qikou ancient village are analyzed.Finally,the design practice echoes the brand positioning and development goals of Qikou ancient Village.This thesis is an innovative research with practical significance.It not only promotes the local economic development,but also helps the rural revitalization strategy by putting forward integrated brand building strategies and improving the brand visual image design of Qikou ancient village.