In response to the need for regional public brand building in the process of regional economic cluster development in Danfeng County, Shaanxi Province, the work aims to analyze the conditions required for brand shaping in regional development with the method of visual gene analysis and organize design elements to propose a design strategy model to build a regional public brand for Danfeng County, Shaanxi Province and solve problems such as absence of VI systems and weak industrial synergy effects through brand building. Firstly, through literature research and field investigation, the cultural factors of Danfeng County, Shaanxi Province were sorted out and analyzed for their connotations. Secondly, the cultural genes were used to summarize and extract the form factors, color factors, category content and semantic factors of the regional public brand. Then, based on the logical structure of "describing scenery - depicting objects - empathizing", the core design elements were selected from the regional cultural genes of Danfeng County. Finally, combined with the brand image, practical implementation was carried out to highlight its effectiveness. By combining the design elements of "object image" and "imagery" in the cultural genes of Danfeng County, Shaanxi Province, through the way of integrating regional economy, culture and brand development path, a public brand with artisticity and long-term effectiveness, representing regional culture was created and the brand and packaging design project was practiced. The construction of regional public brand from the perspective of visual genes plays a role in integrating the market, industry and city into visual art, forming a brand communication strategy with innovation design as the main output carrier, which is of great significance for promoting regional characteristic industries and the popularity and market competitiveness of the regional image of Danfeng County in Shaanxi Province.
Key words
visual gene /
regional public brand image /
packaging design /
brand design
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