VI generally includes two parts: basic part and application part.
The basic part generally includes: enterprise name, logo, logo, standard font, standard color, auxiliary graphics, standard printing font, prohibition rules, etc. The application part generally includes: signs and flags, office supplies, public relations supplies, environmental design, office clothes, special cars, etc.
An excellent VI design should have the following effect on enterprises: 1. While clearly distinguishing this enterprise from other enterprises, it also establishes its obvious industry characteristics or other important characteristics to ensure its independence and irreplaceability in economic activities; Defining the market positioning of enterprises is an important part of intangible assets of enterprises; 2, convey the business philosophy and corporate culture of the enterprise, and publicize the enterprise in the visual form of image; 3. Attract the public's attention and generate memories with its own unique visual symbol system, so that consumers can have the highest brand loyalty to the products or services provided by enterprises; 4. Improve employees' sense of identity with the enterprise and improve enterprise morale.
In fact, the best example of the effect of VI design on the business operation of enterprises may be in the sports fashion industry: in many cases, a consumer's decision to buy a set of Nike or Adidas sportswear often depends only on whether he or she likes the hook of Nike or the three lines of Adidas! From the perspective of marketing, the competition of commodities in 1950s and 1960s was mainly reflected in the price competition of commodities. The commodity competition in the 1970s and 1980s was mainly reflected in the quality competition of commodities. With the progress of science and technology, the means of production of various production enterprises are getting closer and closer, and the price and quality are indistinguishable. After the 1990s, the competition of commodities is mainly reflected in the competition of product design. The "product design" mentioned here includes industrial design, packaging design, store POP design and after-sales service design of products, and these designs are actually based on VI design of enterprises, or are all applications or extensions of VI design.
However, VI is also a double-edged sword: excellent VI design can certainly help to enhance corporate image and promote corporate development, while failed VI design will also bring negative impact on corporate image and hinder corporate by going up one flight of stairs.
The failure of a VI design is often manifested in: 1, the visual positioning of the enterprise is vague, which makes people feel specious or have incorrect associations; 2. Visual effects are far from or even run counter to the business scope, concept and even essence of corporate culture; 3. The designer's graphic design skill is insufficient, and the work lacks internal logic and external aesthetic feeling; 4. Too much pursuit of fashion and lack of long-term vitality; 5, copy others and self-replication.
At present, although some high-level works occasionally appear, the domestic VI design as a whole is still mixed and uneven.
There are two reasons for this situation: enterprise decision makers and designers.
From the point of view of enterprise decision makers, due to the lack of professional understanding of VI design, many enterprise decision makers did not regard VI system as a system engineering that plays an important role in enterprise development, but rushed to launch it, perfunctory it, or gave too much "guidance" and interference to the designer's proposal based on personal tastes and likes and dislikes, which led to the failure of VI and had an extremely negative impact on enterprise management and product marketing.
It is undeniable that entrepreneurs, as the operators or founders of enterprises, have a more accurate grasp of the concept of enterprises than designers.
However, in the minds of enterprise decision makers, these ideas exist in the form of text or fuzzy text.
The reason why the decision-making layer of the enterprise wants to invite designers to design is nothing more than to make the enterprise concept in text format graphical and visual.
Before starting work, designers should deeply understand the development history, corporate philosophy, cultural background, social environment, industry characteristics, corporate scale, development direction and other corporate information.
Should be fully combined with the enterprise's own situation to create.
A mature entrepreneur should be soberly aware that VIS design is by no means a dispensable or whitewash enterprise. Its significance lies in transforming the enterprise concept in text format into a visual symbol system that is easy to be recognized, remembered and accepted by people. In the visual format system, it also has its own independent rules and norms.
When you, as an entrepreneur, look at the painstaking proposals made by designers, you should clearly realize that this is the moment to determine the image and positioning of your enterprise in the market, social environment and public mind, rather than the opportunity for you to show your personal artistic taste in front of your subordinates or decide the corporate image according to your personal likes and dislikes.
As far as designers are concerned, at present, a large number of irresponsible so-called design or consulting companies in China are eager for quick success and instant benefit, and employ some "designers" who have not received professional training in school systems to engage in design. In addition, the existence of a large number of "personal workshops" in family workshops is also an important reason for the uneven level of VI design in China.