Research On The Application Of Mei Shi Jia Brand Visual Image Design Of "Hundred Years Yantai Clocks And Watches"

In the early Qing Dynasty,the prevalence of folk clock making was widespread,and various regions were influenced by geographical and cultural factors.With the craftsmanship spirit and outstanding skills of ancient Chinese craft traditions,the four major schools of Chinese classical clocks and watches gradually formed.The smoke clock is an outstanding representative of it,occupying an extremely important position in this history of timekeeping.With the arrival of the new consumer era,Meishijia Watch Company,as a powerful representative of Yantai Watch,is also facing difficulties in brand development,aging visual image,lagging product promotion in the new media era,and other issues.The brand’s visual image needs to be upgraded urgently.This article focuses on analyzing the historical span of Yantai clocks and watches over a hundred years by sorting out the clock genres since modern China.It is concluded that the modern development of Yantai clocks and watches is not only closely related to the history of modern industrial civilization in China,but also closely related to Yantai’s unique geographical and cultural environment and social and cultural environment.From the theoretical perspective of SWOT,this paper analyzes in detail the representative of the contemporary Yantai clock brand-Meishijia.The article believes that the Meishijia brand has advantages in terms of geographical location,cultural identity,creative thinking,and company physique;However,in terms of brand image and brand communication,there are disadvantages such as outdated visual image systems and relatively traditional promotion paths;At the same time,the article believes that the return of China-Chic,the rise of new media,and brand cross-border have become the strategic opportunities for the development of the Meishijia brand.We should follow the pulse of the times to improve the brand image of the times and expand the communication form of new media channels.In addition,in the context of economic globalization,similar competitive enterprises are developing rapidly.It is necessary to strengthen the brand characteristics of Meishijia,accurately locate target consumer groups,develop comprehensive sales strategies,and minimize the threat of similar competitive products.Based on this,the article proposes a systematic design idea for the visual image of the Meishijia brand,and proposes specific strategies for the visual image positioning of the Meishijia brand from three aspects: brand cultural positioning,brand visual positioning,and brand market positioning.It believes that Meishijia should inherit the historical context of China’s clocks and watches for a century,highlight the aesthetic style of China’s intangible cultural heritage,and comply with the current brand visual era around the world,Create a brand new impression with high cultural and artistic quality and collection value around mid to high-end consumer groups.Based on the previous research results of the article,the author launched the design practice of the visual image of the Meishijia brand,striving to present a theoretical research orientation through visual design.Finally,the article believes that the visual image design of local brands can play a positive role in promoting both local cultural soft power and local economy.The upgrading and optimization of the Meishijia brand image not only promotes the socio-economic culture of Yantai,but also has a positive impact on the globalization of Chinese brands and the resulting promotion of national cultural soft power and import and export trade.