â—†Standard color design
The standard package is a designated color that is used to symbolize the characteristics of a company or a product, and is a logo, a standard font, and a special color for promotional media. In the overall color scheme of corporate information transmission, it has a clear visual recognition effect and thus has the emotional charm of winning in the market competition.
The corporate standard color is scientific, differentiated and systematic. Therefore, to carry out any design activities and development operations, it is necessary to develop the function of color transmission according to various characteristics. The most important of these is to develop a set of procedures for the development of operations so that planning activities can proceed smoothly.
The determination of the corporate standard color is based on the overall factors such as business philosophy, organizational structure, and business strategy. The development process for standard colors can be divided into the following four stages:
1. Corporate color survey phase
The focus of the survey is to analyze the differences between the company itself and the competing companies, especially the difference in the use of color, the relationship between color and corporate business philosophy, the characteristics of corporate commodity color and consumer evaluation, corporate environment and corporate publicity color Situation to facilitate the overall operation of the future.
2. Performance concept stage
3. Color image stage
4. Effect testing phase
The standard color design is as simple and clear as possible, and it expresses the most meaning with the least color to achieve the purpose of accurately and quickly communicating enterprise information. Its design philosophy should exhibit the following characteristics:
1. The standard color design should reflect the company's business philosophy and the characteristics of the product, choose the color suitable for the company's image, and express the company's production technology and the content of the product.
2. Highlight the differences between competing companies.
3. The standard color design should be suitable for consumer psychology.
In order to achieve a visual integration effect, it is necessary to formulate strict management methods for the management of the corporate standard color.
â—† special pattern design
The special pattern is a local characteristic or memorable figurative pattern that symbolizes the company's business philosophy, product quality and service spirit. This pattern can be a patterned person, animal or plant. Choose a meaningful image and design it to give the personality of the figurative personality to strengthen the corporate personality and appeal to product quality.
Special pattern is also called "corporate modeling." It is through the approachable, friendly and lovely style, giving people a strong memory impression, become the focus of the visual, to shape the shape of corporate identity symbols, directly demonstrate the company's business management concepts and service characteristics. For example, "Uncle McDonald's" in front of the McDonald's store, grandfather in front of the KFC store.
The function of corporate modeling is to understand the characteristics of products and corporate philosophy through concrete modeling. Therefore, the selection must be prudent. The setting of styling must take into account religious beliefs, customs, likes and dislikes.
Corporate shape design should meet the following requirements:
1. Distinctive personality: patterns should be rich in local features or commemorative. The choice of patterns is inextricably linked to the internal spirit of the company, such as: Kirin Beer in Japan, McDonald's in the United States, etc.
2. The pattern image should be intimacy and be loved to achieve the purpose of transmitting information and enhancing memory.
The design of Haier's two Chinese and French children's mascots is a lively, cordial and lovable image that has played a significant role in Haier's promotion of product image.
â—† symbolic design
In the recognition system, in addition to corporate logos, standard characters, and corporate shapes, symbolic patterns that are adaptable are often used.
The symbolic pattern, also known as decorative lace, is the extension and development of visual identity design elements, and the relationship between the logo, the standard typeface, and the standard color to keep the guests and the guests as complementary symbols. It is an auxiliary symbol in the design elements and is mainly adapted to various promotional media. Decorative images enhance the appeal of corporate image. Visual recognition design is more meaningful, more complete and recognizable.
In general, symbolic patterns have the following characteristics:
1. Can enhance the appeal of the image, make the meaning of the logo and the standard font more complete and easy to identify.
2. It can increase the adaptability of design elements and make all design elements more expressive.
3. Can strengthen the visual impact, make the screen effect full of contagion, to maximize the creation of visual induction.
However, not all corporate identity systems can develop ideal symbol patterns. Some logos and standard fonts already have the effect of a picture. The symbolic picture loses its positive meaning. In this case, using a standard color to enrich the visual image is more desirable.
In general, logos and standard fonts appear in the form of complete forms when applying elemental design. The pattern is allowed to overlap to ensure its sharpness. The effect of applying the symbol pattern should be clear, not All pictures appear symbolic.
The symbol design of Mitsui Bank of Japan was very successful. The whole set of patterns was derived from the change of sign patterns, and the corresponding effect was applied. The large-area screen uses the entire set of patterns, and the small-area screen uses one. The pattern of the unit. The symbolic patterns that are planned in this way are very easy to use and help to enhance the visual image recognition.
The design of symbolic designs is designed to meet the needs of various media. However, there are a wide variety of application design projects. The forms vary widely and the screen size is fickle. This requires that symbolic design is a flexible symbol that can follow Different media, or changes in the size of the layout, make modest adjustments and changes, rather than fixed stereotypes.