基于乡村振兴战略的济南市孝直村视觉形象提升设计

王晨风; 吴鑫; 吴玲

doi:10.19554/j.cnki.1001-3563.2026.02.042

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包装工程（设计栏目） ›› 2026, Vol. 47 ›› Issue (2) : 421-431. DOI: 10.19554/j.cnki.1001-3563.2026.02.042

设计研讨

基于乡村振兴战略的济南市孝直村视觉形象提升设计

王晨风¹, 吴鑫², 吴玲^3,*

作者信息 +

Visual Image Enhancement Design of Xiaozhi Village in Jinan Based on Rural Revitalization Strategy

WANG Chenfeng¹, WU Xin², WU Ling^3,*

Author information +

文章历史 +

摘要

目的在乡村振兴战略背景下,探索数字乡村（Digital Rural）与智慧乡村（Smart Village）建设对乡村视觉形象提升的作用,旨在通过智能化视觉优化、品牌塑造、数字传播策略,提升乡村品牌识别度,优化村庄环境导视,增强文化传播力,并助力乡村产业发展。方法采用大数据分析、人工智能（AI）优化、增强现实（AR）导览等数字化手段,结合实地调研、问卷调查与访谈分析,围绕建筑立面、道路景观、公共空间、基础设施、文化展示5个核心维度,提出乡村视觉形象优化方案。同时,借鉴日本与法国的国际成功案例,以跨文化视角对比分析乡村视觉形象的塑造模式,提炼适用于孝直村及其他乡村的实践经验。结果研究构建了乡村视觉形象优化框架,并提出一套融合视觉识别系统、智慧导视、数字传播的提升策略。研究发现,智能导视、品牌形象统一、AR互动展示可有效提升乡村可识别度和文化传播力,同时短视频、无人机航拍等新媒体手段能增强乡村品牌影响力,促进文旅融合。结论基于数字乡村理念的视觉优化策略,可提升乡村品牌竞争力、优化文化传播,并推动乡村治理智能化。研究成果可为乡村品牌塑造、智能导视、数字传播等提供借鉴,对乡村振兴战略实施具有实践价值。

Abstract

The work aims to explore role of Digital Rural and Smart Village construction in enhancing the visual image of rural areas under the background of the rural revitalization strategy, to improve the brand recognition of rural areas and optimize the village environment guidance through intelligent visual optimization, brand building, and digital communication strategies, and thus enhance cultural dissemination and facilitate the development of rural industries. By integrating big data analysis, artificial intelligence (AI) optimization, augmented reality (AR) navigation, and other digital media strategies, and based on field research, surveys, and interviews, five key dimensions of architectural façades, road landscapes, public spaces, infrastructure, and cultural exhibitions were analyzed to propose a scheme for rural visual enhancement. Successful international cases in Japan and France were examined to conduct a comparative analysis on the shaping models of rural visual images from a cross-cultural perspective and extract practical experiences applicable to Xiaozhi Village and other rural areas. A framework for optimizing the visual image of rural areas was constructed, and a set of improvement strategies integrating visual recognition systems, intelligent guidance, and digital communication was proposed. The findings revealed that smart navigation systems, unified branding elements, and AR-enhanced cultural displays significantly improved rural recognizability and cultural dissemination. Additionally, short videos, drone photography, and VR showcases effectively boosted rural brand visibility and facilitate integration of culture and tourism. The visual optimization strategies based on the concept of digital villages can enhance the competitiveness of rural brands, optimize cultural dissemination, and promote intelligent rural governance. The research results can provide references for rural brand building, intelligent guidance, digital communication, etc., and have practical value for the implementation of the rural revitalization strategy.

导出引用1

王晨风, 吴鑫, 吴玲. 基于乡村振兴战略的济南市孝直村视觉形象提升设计[J]. 包装工程. 2026, 47(2): 421-431 https://doi.org/10.19554/j.cnki.1001-3563.2026.02.042

WANG Chenfeng, WU Xin, WU Ling. Visual Image Enhancement Design of Xiaozhi Village in Jinan Based on Rural Revitalization Strategy[J]. Packaging Engineering. 2026, 47(2): 421-431 https://doi.org/10.19554/j.cnki.1001-3563.2026.02.042

中图分类号： TB472

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