Research on the Characteristics and Communication Strategies of Brand Design in the New Media Era

Abstract

With the rapid development of internet technology in China, various new media entities and visual communication forms are constantly emerging, and new communication channels have brought new opportunities and challenges to the dissemination and innovation of brand and product value. Brand design is facing enormous challenges of transformation and upgrading due to the impact of new media, and consumer demand is becoming increasingly diverse. In a fiercely competitive market, brands need to keep up with the times. This article aims to deeply explore the combination of new media and brand design, analyze the current situation of brand design in the new media environment, and summarize the characteristics of brand development in the new media era. This article finds that brand designers can transform their thinking patterns, explore innovative brand design methods, and propose specific practical strategies to promote the application of new media technology in brand design.