| Rural revitalization is one of the important strategies for China’s modernization and the way to realize the comprehensive construction of a socialist modern country.Under the promotion of rural revitalization strategy,rural tourism,rural agricultural products development and rural cultural creativity are gradually sprouting vitality.However,at present,the brand awareness of rural areas in China has not yet been formed,the development of brand visual image of rural areas is relatively lagging behind,and the sense of regional culture of brand visual image is insufficient.Therefore,the design of brand image of rural tourism under the revitalization of rural areas is particularly important.Yanta Village is located in Anning City,Yunnan Province,with hundred-year old houses and charming alleys,surrounded by thousand mu pear orchards.After the rural revitalization strategy was proposed,Yanta Village became one of the urban-driven rural revitalization innovation pilot areas in Kunming.In order to realize rural revitalization,the local area embarked on the road of tourism revitalization.The government cooperated with universities to renovate the spatial environment of the village,while attracting social capital to the village,training farmers and attracting young people to return to their hometowns for development.Now there is a relatively good tourism environment,and the tourism brand "Flower Lane Yanta" was launched in 2020.However,the current visual image of the tourism brand has problems such as regional characteristics are not obvious,visual elements do not match with the environment,the sense of cultural and creative product design is weak,and brand publicity is not in place.Taking Yanta Village in An Ning City,Yunnan Province as an example,this paper discusses how to enhance the effect and influence of rural revitalization through tourism brand visual image design.Firstly,this paper gives an overview of rural revitalization strategy and tourism brand visual image,and emphasizes the importance of rural revitalization strategy to promote rural economic development and improve farmers’ life.Secondly,through a holistic study of tourism brand visual image design and the analysis and collation of literature,this paper synthesizes the excellent experiences of successful rural revitalization cases at home and abroad to inspire and guide the brand visual image design of Yanta Village.At the same time,through field research,social app and questionnaire collection and analysis,an in-depth analysis of the existing brand visual image status of Yanta Village is conducted.Again,this paper combines the current market demand,excavates and transforms the vernacular culture,and clarifies the design strategy.By sorting out and refining the local characteristic cultural symbols and strengthening the brand character of Yanta Village,the paper aims to shape a sustainable and practical tourism brand visual image of Yanta Village with regional cultural characteristics.Finally,by means of design,the basic elements and principles of constructing the visual image design of Yanta Village tourism brand are discussed,refined for the local characteristic cultural symbols,strengthening the brand character of Yanta Village,and shaping the visual image of Yanta Village tourism brand with regional cultural characteristics,sustainable and practical.Through the study of the visual image design of Yantar Village tourism brand,the combination of theory and practice is established,and the idea of how to establish a tourism brand visual image with its own characteristics and how to carry out effective marketing in rural tourism places is proposed.The research results of this paper not only have important guiding significance for the rural revitalization of Yanta Village,but also have reference and inspiration for other similar rural tourism brand visual image design. |
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