Research On Visual Image Design Of Enterprise Public Welfare Activities

In the new era,the take-off of the private economy has made the trend of corporate public welfare continue to rise.In the continuous upgrading and updating,as the main form of corporate public welfare,the importance of its visual image has begun to emerge.The visual image of corporate public welfare activities has become a bridge of communication with the public and the audience by infecting and influencing the psychological feelings of the audience.It is also an external reflection of the corporate philosophy and public welfare spirit,reflecting the positive social energy.Through the combination of preliminary research and design practice,this topic takes the visual image design of the public welfare activities of the free point brand "Shanhua Guardian Plan" as the research object,and closely combines the corporate public welfare activities with the visual image design,and analyzes the design value of the visual image of the corporate public welfare activities.To meet the demands,through the "Mountain Flower Protection Plan",we will carry out design practice and explore the design principles and methods of visual image of corporate public welfare activities.There are five chapters in this paper,and the third and fourth chapters are the key chapters of this thesis.The first chapter expounds the background of the subject,the research status at home and abroad,the research purpose and significance,the research ideas and methods,and the key difficulties and innovation points of the research,which provides the basis for the subsequent research on the visual image design of corporate public welfare activities.The second chapter mainly summarizes and expounds the related concepts of "public welfare","enterprise public welfare" and "activity visual image" involved in the research.The third chapter is the beginning of the key chapter,which discusses the value and appeal of visual image design in corporate public welfare activities.The value is mainly reflected in three aspects: humanistic value,social value and brand value.The corresponding appeal is visual care,strengthening multi-layer perception;theme creation,triggering spiritual resonance;image construction,realizing value play.Visual image is a vital and indispensable part of corporate public welfare activities.The fourth chapter is the key chapter of the design practice of this paper.Through the investigation of the free point brand public welfare activities in the early stage,the author believes that there are still problems of lack of systematization,pertinence,interaction and interest in the activities.The visual image design of the "Mountain Flower Protection Plan" activity is a practice of "public welfare + enterprise + design",hoping to provide ideas for solving the above problems.In this process,the author tried to summarize the principles and methods of design,following emotional guidance to reduce cognitive anxiety;enhancing interest to promote public welfare innovation;giving ideas and conveying the principle of "freedom" attitude.The visual image of the "Mountain Flower Guardian Project" public welfare activity includes basic design,extended design and derivative design.The basic design is aimed at the event itself,covering visual identity design;the extended design is aimed at helping the audience,covering the design of donated materials;the derivative design is aimed at the public,covering the design of derivative souvenirs.In the basic design,through the use of shapes and colors,a warm tone of protection is laid;metaphors are used to extend the growth environment of the audience.In the extension design,through the translation of knowledge,the popularization of youth knowledge will be strengthened;In derivative design,multiinteraction,complete activity participation experience;multi-directional output,expanding the scope of influence radiation.The three parts together form a complete visual image of the "Mountain Flower Protection Project" public welfare activity.The fifth chapter summarizes the full text.It is hoped that this topic can provide new ideas for related research on corporate public welfare and event visual image design.