Application of VR Technology in Brand IP Image Design

Abstract

Virtual reality (VR) refers to the computer-generated simulation of a three-dimensional image environment that can be interacted within a seemingly physical way by a person using special electronic equipment and making people interactive and immersive. VR technology is applied to communication activities, producing VR communication. VR technology is applied to news reports, giving birth to the emergence of VR news. The great significance of VR technology for news communication lies in the comprehensive intake and recording and transmission of news site materials so that news events can “reproduce” and “restore.” The most prominent feature of VR transmission is immersion. Immersivity is mainly reflected in the perceptual system and the behavioral system of the human body. The immersion of perception system includes visual immersion, auditory immersion, touch immersion, and other sensory immersion; behavioral system immersion includes the immersion of language system, direction system immersion, and expression system immersion. Immersive communication has experienced three development stages: interactive communication, invasive communication, infiltration, and audience experience. There are three hidden dangers in VR technology in the communication. One is the hidden danger of the technical operation level: the lack of security and stability of the production process may lead to the disappearance of the traditional reporter, the second is the ethical hidden danger: the degradation of “audience” to “mass,” and third is “body” weakening the authority of “addiction”: the emergence of “brain in the cylinder,” the emergence of snooping feast, and the formation of exposed carnival. There are three aspects to prevent VR hidden dangers, layout and top-level design, improve security, and communication efficiency, promote industrial application, enhance user stickiness, strengthen brand building, and create ace IP and quality content.