Research On The Application Of Zen Aesthetics In The Visual Image Of Agricultural Products Brand

With the change of socioeconomic structure,consumers gradually put more attention on the brand image rather than the product itself.Our country has always been a big agricultural country,farming culture with the history of wind and rain,engraved in the bones of culture.As the core of China’s history of farming culture,agricultural products are one of the important parts of China’s economy and society.Building the brand image of agricultural products is an important way to support China’s rural revitalization.As one of the three major aesthetic ideologies in China,Zen aesthetics has also been deeply influenced by traditional farming culture.The contemplation on nature and conscience contained in Zen aesthetics can be incorporated into the visual image design of agricultural products brand,which is of certain reference value for restoring the essential characteristics of agricultural products in the impetuous and fast-tempo society.Endow agricultural products with cultural connotation,excavate the commercial value of agricultural products.This thesis starts with the introduction of Zen aesthetics expressed in artistic creation,then discusses the design methods used for expressing ideology in Zen aesthetics and explores the aesthetic characteristics and the expression of Zen state.Zen aesthetics is applied to empower the brand of agricultural products and the beauty of Zen based on Chinese traditional culture is conveyed to consumers to enhance the brand competitiveness.The way the thesis develops is shown as follows: The relevant theoretical knowledge is analyzed by literature analysis method,case analysis method,questionnaire analysis method,swot analysis method and other research methods to expound the philosophical thoughts of Zen aesthetics and clarify the concepts and characteristics of agricultural products brand.Then,the research status of visual image building of domestic and foreign agricultural products brand is analyzed.The agricultural Zen culture and the interrelations between Zen aesthetics and agricultural products brand are explored.The value of Zen aesthetics for enhancing the visual image of agricultural products brand is discussed.The expression of Zen aesthetics in design is analyzed by reviewing literature and cases and the methods and strategies of Zen aesthetics in brand visual image design are summarized by referring relevant cases.On the basis of the above research,a kind of lotus,which is a local product in Hubei,is taken as the object of design and the relevant research results are applied to it.This thesis provides a new idea for the application of Zen aesthetics to the visual image of agricultural products brand.