From the case of Chinese style in the creation of milk tea drinks, we talk about the brand's sense of visual design and attentiveness. Under the common characteristics of the product design created by these collections, we pay more attention to our own brand related visual design. Today, we take Xicha and Naixue, two of the most popular milk tea stores at present, as examples, to lead students to deconstruct these from a new perspective The source of happiness, and find inspiration for the creation of works.
In terms of the marketing creativity in the field of desserts and drinks, the design style of the entire offline retail products is imperceptibly guided and assimilated by these top stream "milk tea online celebrities". It was nicknamed "the design company delayed by milk tea" by netizens.
Collection of works creating Chinese style cases
The "design company delayed by milk tea" we mentioned at the beginning of the article generally refers to Xicha. Design is as important to the shaping of the brand as milk tea itself. The design style of Xicha is often changed with the season and the product update. Although the overall design style is based on the minimalist line style consistent with the logo, it is also often seen that the steam wave, Chinese style and other seasonal popular styles are dazzling.
When it comes to the visual design and presentation media of Xicha, it is more likely to rely on the convenience of our media platform (WeChat official account), together with posters, and offline packaging as a whole system. Today, we mainly take the visual design of online media as an example to give students detailed analysis. Take the latest version of Dragon Boat Festival, which is a tea loving product, for example, it uses the minimalist hand painting style mixed with Chinese style, combined with the Gif animation presentation form of Motion Graphic.
In terms of visual publicity of the Dragon Boat Festival, most brands choose the form of Chinese style. Starting from the traditional definition of national style elements such as halo dyeing, ink painting, calligraphy, etc., there is absolutely no mistake, but it is also difficult to make new ideas.
Although the overall visual style of Xicha has also chosen the elements of Chinese style, it not only matches its own brand image, but also makes people feel bright. Generally speaking, these are all due to the design intentions of Xicha. But in fact, for students who are future practitioners of the art and design industry, what we should see from the middle is far more than "heart".
Although Chinese style is selected, Xicha has abandoned the inherent labels of Chinese style low saturation color and streamline totem in general consciousness. Only symbolic elements such as mountains, clouds and fog are selected. In terms of color matching, it also refers to the style of traditional Chinese painting, but this promotion of Xicha refers to the color matching style of Jinbi Landscape School in the flourishing Tang Dynasty, rather than the color matching style of green landscape and ink landscape commonly used in modern visual design.
Jinbi Landscape Style
The color of Jinbi Landscape School is relatively more saturated and more magnificent than that of Qinglu Landscape, which is also suitable for the visual language expression of "national style but not weak" that Xicha wants to highlight in this visual publicity.
Also worth mentioning is the use of MG animation by Xicha in the promotion of the Dragon Boat Festival. MG animation is a special visual design form that combines graphic design with dynamic interactive experience. Although it seems that the poster is just moving, in fact, smart dynamic form can provide more points for design than simply "moving".
Collection creation
The interdisciplinary application and combination of Xicha's various design styles are of great significance for the visual presentation of students' works.
The first is the choice of various elements of Xicha. We can see that in the promotional design style of Xicha, although the minimalist lines are the main design style, each promotion has its own independent style system.
Collected works of natural light student Jialu's interactive design
The unity of opposites between the distinctive style of each issue and the style of the tea lovers is very similar to the independent style of a single project when the students created their works and the overall visual style of the works.
Natural light student Xuelun clothing design collection
The second is the handling of many details, such as Collection font design The combination of color scheme, dynamic effect and graphic design is a small change, but it is an indispensable finishing touch for a complete visual presentation.
Natural light student Xuelun clothing design collection
We often see that the students' works collection project creation is really diligent, and indeed they are all powerful "hard core dry goods".
However, because of some minor problems, such as the inconsistency between the font and the style of the work collection, the disharmony of the color scheme, or the slight weakness of the presentation method, people will feel a little bit flawed and regretful.
Collected works of natural light student Jialu's interactive design
These are the creative tips that students can get from Xicha. Just as Xi Chaming knows that his tea is already good to drink, and also needs to spend a lot of time on these "superficial skills", the students' work collections also "the aroma of wine is also afraid of the depth of the alley".
Naixue's brand visual design style
Youxi Tea Pearl Jade is in the front. Although Naixue's brand visual design is also commendable, we will not repeat it today. What we want to focus on for students is Naixue's strong "cross-border linkage" force.
The first is Naixue's cup art museum series, which cooperates with many artists around the world to launch "cat cup", "cuddle cup" and other limited milk tea cups. It has properly set off a wave of milk tea cup photography, card punching and stamp collecting, and also shaped the brand's aesthetic artistic tone. （ The next door is designed to make the bald person like tea cry faintly in the toilet ）
But linkage is like a bottomless hole. Since it started, it is impossible to stop at the design of cups. Naixue immediately turned its attention to the fashion industry, and successively co branded with Chanel designers, Netease Cloud Music, Li Ning and other brands to launch fashion design items such as canvas shoes and canvas bags; Music review sticker limited packaging; And the joint Guochao flash store.
Although not every time, Naixue's courage to try and redefine the beverage store is really worth learning from students who create art and design collections.
Is that all? No, Naixue even launched her own bar, Naixue Wine House. But different from the indiscriminate attack of Xi Cha, Naixue accurately positioned her customer group as girls. The wine in the tavern may not be very new, but each one is a "best seller" item for online celebrity cards and photos.
Collection creation
Compared with the design route of Xicha that focuses on visual style, students from Naixue should learn more about the importance of interdisciplinary and even cross-border interaction for the improvement of overall tonality.
If you stay forever in making milk tea and bread itself, Naixue may make milk tea into flowers, and bread into bread superman, which will only be defined as a very powerful milk tea bakery. It is not a trend that leads the way of life of a generation of young people.
However, it is the active cross-border linkage with the current popular fields that makes Naixue's influence continuously expand and the positive attraction of brand creation possible.
In fact, we suggest that students should try to interact with new fields while doing a good job of professional project creation in a down-to-earth way in the creation process of the collection of works.
Although it seems that for business activities, cross-border linkage may be successful, there is also the risk of failure of too large a span of "forking". However, for students who are still students, they have a relatively higher tolerance for innovation, and colleges also attach more importance to creativity.
Therefore, a little exaggeration, or cross-border linkage with a large span, is not as risky as we imagined in the work collection, and even is what many colleges hope to see in their requirements for students.
Students can also learn from Nai Xue in the specific process of refinement and linkage, and take advantage of the mature "big guy" or the field that sounds very good.
For example, VR, AI and other scientific and technological innovation fields have become hot spots in the art and design industry in the past two years. The medical device field, which has recently been highlighted due to the epidemic, is also a key project of cross-border linkage among major design and research institutes.
Analysis summary
Today, we take the two most popular milk teas at the top of the class, Xi Cha and Nai Xue, as examples, to analyze their uniqueness in the field of art and design, and draw inferences from one example to another, providing some new ideas and inspiration for the creation of students' works. What if the inspiration source of the collection is exhausted? In Xicha, we once again see the importance of visual design for content presentation. Not necessarily the students of visual design related majors. For students of all six major departments in the field of art and design, the presentation significance of the beautiful visual experience of the works collection should not be underestimated.
In detail, it is the harmony and unity between personal style and project style, as well as the attention in details such as font, color matching and presentation. Although these points are small, they are most easily ignored by students in the creation of their works. The dry content of the portfolio project is fundamental, although we definitely do not encourage students to waste too much time on the visual design of the portfolio when the project itself has not been completed. However, we still hope that students can try to optimize the overall visual effect of the work collection when they have more power to complete the work collection.
What Naixue gave the students was more inspiration about interdisciplinary and even interdisciplinary exploration. We actually know the students' worries and concerns about some projects and concepts that are relatively advanced or have not been carried out by anyone. But in fact, for the student period, the admissions officer pays more attention to the innovative significance of the project, and will relatively reduce the requirements for student works in the practice field. These two milk tea shops are just the representatives of the visual design reference that we have found recently. Compared with reference, we hope that students can learn the ability to be good at finding and finding creative inspiration in life. As long as you have the heart, in fact, everywhere is full of the shadow of art design!
More collections creation:
How to collect the inspiration of works collection? How can inspiration be used in works?
How to make a portfolio? How to analyze yourself in the creation of works?
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