Research on the Construction Strategy of Visual Image Design at the Brand Aging Stage

Abstract

Purpose: Through the analysis of the characteristics and the relationship between the visual image and the brand in brand aging stage, the designer can realize significant value and master coping strategy of visual image design in this stage. Method: The brand’s needs of the aging stage in brand life cycle development are analyzed. The cognitive processes of restoration and reconstruction between the relationship of customs and the brand are studied, then we concluded the primary task and demand need to be solved in this stage. Moreover, how to enhance the brand’s value via element optimization and reorganization is achieved by comparing and analyzing the problems in visual image design in which Chinese brands under the aging stage exist. Finally, the strategy for connection repairing and strengthening between customs and the brand can be re-established. Conclusion: Brand visual image, which is the outer symbol of a brand, can express the abstract value of the brand and deliver intrinsic value effectively. Therefore, visual symbol element modification can rejuvenate the “old” brand. Meanwhile, cross-border integration of visual elements in multiple fields can greatly deepen and broaden the brand value effect.