论文部分内容阅读
【ABSTRACT】With the development of The Times and the improvement of people's living standards，people's demand for the aesthetics of commodities becomes more and more intense. As the capital of shandong province，jinan has a long history and a lot of valuable cultural heritage. Jinan's tourism culture highlights the "spring city" characteristics，there are treasure soil spring，black tiger spring，pearl spring，wu longtan four springs. There are popular tourists furong street，wide thick li，qianfo mountain and other places. Similarly，jinan's unique cuisine attracts a large number of tourists，such as pingyin rose cake，oil swirl，straw bun and so on. But the food has yet to be officially branded and packaged. If a brand can be used to promote jinan cuisine and tourism resources as a whole，it will play an extremely important role in driving the economic development of jinan. The tourism resources of jinan should be improved to make its culture trend towards diversity，diversification，modernization and commercialization.
【Key words】Urban tourism;Brand image;Characteristic food
一、Research on tourism products in Jinan
（一）Local investigation and analysis
According to the field investigation，so far，Jinan has not a complete brand to integrate its characteristic food and tourist attractions for publicity and promotion. The scenic spots have not yet formed a perfect and unified brand，which is generally chaotic. The promotion form of scenic spots is more traditional and lacks the application of modern promotion and publicity，which will also be the work of further in-depth discussion of this topic. The following is a specific analysis of Jinan's tourism resources：
Jinan has a long history of traditional specialties，such as straw buns，Pingyin rose flower cakes，oil spinning，etc.
二、Jinan tourism brand design process
（一）Brand image logo design
1. Determination and application of sign graphics
Finally，the logo adopts the combination of graphics and Chinese and English fonts to present the overall effect. Fully integrate the word "rumengling" with regional culture and historical details，on the one hand，reflect the brand image of Jinan tourism products，on the other hand，give more profound inheritance to regional culture. The color is expressed by the color of "spring water"，and the words "rumengling" are combined with the characteristics of Li Qingzhao's Ci. The overall soft and delicate feeling is suitable for the audience's aesthetics，solemn but lively，highlighting the overall visual image of Jinan tourism. The application of different colors according to different needs can make the audience better understand the richness of Jinan tourism and arouse people's consumption desire，As shown in Figure 1. （二）Illustration design
Finalization of illustration design
The design of basic graphics plays a vital role in the post design and production of brand image. On the basis of early drawing，graphics are combined with colors with different cultural meanings，and different combinations are matched to make them have more profound cultural connotation and design beauty. The graphics are applied as bright orange，which has strong recognition. The standard color of the brand logo is applied，and the overall color is blue，which makes the overall pattern richer，As shown in Figure 2-4.
三、Jinan tourism brand design process
（一）Cultural and creative product design
In today's increasingly popular tourism culture，Jinan should launch cultural and creative products in line with its own regional characteristics. Through the analysis of Jinan's regional characteristics，tourist attractions and historical figures，extract the landmark buildings in Jinan's tourist attractions for illustration design，and comprehensively promote them in combination with the modern model. Jinan's unique cultural connotation and regional characteristics are added to the design of tourism cultural and creative products in Jinan，which has played a great role in promoting Jinan's regional culture and promoting the development of local economy and related industries，As shown in Figure 5-9.
CONCLUSION
In this design，I mainly take the regional culture of Jinan as the innovation point to enhance people's further understanding of Jinan culture，further integrate the characteristics of the times and regional characteristics，and fully accommodate the regional elements with history and culture.
Through this visual image design of Jinan tourism products，taking regional culture as the innovation point，Jinan tourism industry has urban cultural heritage，so that I have a deeper understanding of Jinan's history and culture，and improve my cognition of brand image design. I hope that through my design concept，people can better understand Jinan and promote Jinan tourism.
REFERENCE：
[1] Li Hongfei. Research on Gansu wine packaging design under the characteristics of regional culture [D]. Northwest Normal University，2016，6-23
[2] Wang Jianjian. Application of hand-painted illustration in modern packaging design [D]. Qufu Normal University，2015，1-50
[3] Hao Jing. Application of regional culture in wine packaging design [D]. Hunan University of technology，2016，5-21
[4] Zhou Yuguo. Research on the application of illustration in packaging design [J]. Packer，2016，3-11
【Key words】Urban tourism;Brand image;Characteristic food
一、Research on tourism products in Jinan
（一）Local investigation and analysis
According to the field investigation，so far，Jinan has not a complete brand to integrate its characteristic food and tourist attractions for publicity and promotion. The scenic spots have not yet formed a perfect and unified brand，which is generally chaotic. The promotion form of scenic spots is more traditional and lacks the application of modern promotion and publicity，which will also be the work of further in-depth discussion of this topic. The following is a specific analysis of Jinan's tourism resources：
Jinan has a long history of traditional specialties，such as straw buns，Pingyin rose flower cakes，oil spinning，etc.
二、Jinan tourism brand design process
（一）Brand image logo design
1. Determination and application of sign graphics
Finally，the logo adopts the combination of graphics and Chinese and English fonts to present the overall effect. Fully integrate the word "rumengling" with regional culture and historical details，on the one hand，reflect the brand image of Jinan tourism products，on the other hand，give more profound inheritance to regional culture. The color is expressed by the color of "spring water"，and the words "rumengling" are combined with the characteristics of Li Qingzhao's Ci. The overall soft and delicate feeling is suitable for the audience's aesthetics，solemn but lively，highlighting the overall visual image of Jinan tourism. The application of different colors according to different needs can make the audience better understand the richness of Jinan tourism and arouse people's consumption desire，As shown in Figure 1. （二）Illustration design
Finalization of illustration design
The design of basic graphics plays a vital role in the post design and production of brand image. On the basis of early drawing，graphics are combined with colors with different cultural meanings，and different combinations are matched to make them have more profound cultural connotation and design beauty. The graphics are applied as bright orange，which has strong recognition. The standard color of the brand logo is applied，and the overall color is blue，which makes the overall pattern richer，As shown in Figure 2-4.
三、Jinan tourism brand design process
（一）Cultural and creative product design
In today's increasingly popular tourism culture，Jinan should launch cultural and creative products in line with its own regional characteristics. Through the analysis of Jinan's regional characteristics，tourist attractions and historical figures，extract the landmark buildings in Jinan's tourist attractions for illustration design，and comprehensively promote them in combination with the modern model. Jinan's unique cultural connotation and regional characteristics are added to the design of tourism cultural and creative products in Jinan，which has played a great role in promoting Jinan's regional culture and promoting the development of local economy and related industries，As shown in Figure 5-9.
CONCLUSION
In this design，I mainly take the regional culture of Jinan as the innovation point to enhance people's further understanding of Jinan culture，further integrate the characteristics of the times and regional characteristics，and fully accommodate the regional elements with history and culture.
Through this visual image design of Jinan tourism products，taking regional culture as the innovation point，Jinan tourism industry has urban cultural heritage，so that I have a deeper understanding of Jinan's history and culture，and improve my cognition of brand image design. I hope that through my design concept，people can better understand Jinan and promote Jinan tourism.
REFERENCE：
[1] Li Hongfei. Research on Gansu wine packaging design under the characteristics of regional culture [D]. Northwest Normal University，2016，6-23
[2] Wang Jianjian. Application of hand-painted illustration in modern packaging design [D]. Qufu Normal University，2015，1-50
[3] Hao Jing. Application of regional culture in wine packaging design [D]. Hunan University of technology，2016，5-21
[4] Zhou Yuguo. Research on the application of illustration in packaging design [J]. Packer，2016，3-11