In fact, domestic VI mainly stays in the design and application of logo, which is mainly completed by professional designers independently, lacking the part of communication with consumers. Logo design is often interpreted according to the wishes of enterprises. Compared with self, a really good VI should be easy for consumers to remember and associate, and it is best to have ready-made mental resources.
VI design should be based on brand positioning, which is a part of brand marketing. Signs and packaging are often uncertain. They changed it many times, but they were still not satisfied. Some products are the same, hundreds of products, no matter who. This is a common phenomenon in enterprises. The fundamental reason is that they have not found the fundamental and wanted to express the theme, that is, brand positioning.
VI refers to the visual performance of enterprises, which should include a comprehensive content, not only the application of signs, but also the performance of the market, such as terminal image display, packaging image, activity image and so on. This is an important part of brand marketing. Therefore, after brand positioning, we must unify the tools to display brand image, form a joint force in the market, and influence more consumers.
VI design is not as complete as possible, but what the market needs. VI is closely related to market operation. The market is constantly changing. Every year, different market players will match different market activities. In order to improve the effect, it is necessary to cooperate with the market performance and terminal performance, except logo, everything may change.
VI is a communication tool. Anything that is easy to spread and spread can be changed as long as it is conducive to the establishment of a brand. To do enterprise VI, we must first have a clear positioning. The design of VI belongs to the category of doing the right thing. The first step is to do the right thing, and the second step is to do the right thing, otherwise it will be farther and farther away from the goal. First-class VI design is to link the needs of consumers with the mission of enterprises; Second-rate VI design can meet the needs of consumers; Third-rate VI design can only satisfy the narcissism of enterprises. But in many enterprises, VI performance is fourth-rate, that is, graphic reproduction is designed first, and then applied to enterprises.
VI serves the brand, and the brand is the best selling weapon. Therefore, the biggest role of VI is to improve consumers' cognition, thus increasing sales. A good VI must be easily accepted and disseminated by consumers. Instead of the company's own self-appreciation, you can feel good about yourself.
As an important part of brand marketing, enterprises should attach importance to VI, but more importantly, they should first make clear their own positioning and find their own core culture. It is natural for VI to behave well.
As long as you do it right, you will succeed, nothing more than the length of time. For enterprises, only when the existing strategy is correct and the methods and tools are consistent can the brand be established, and VI should be carried out on the basis of correct strategy and appropriate strategy.
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