The reason why corporate VI design is so important is not only to help enterprises establish a good image and help enterprises to manage, but also to have a potential impact on the perception of the target consumer groups. What is the impact of corporate VI design on consumer choice?

　　事实上，消费者对品牌长期的认知过程中，主要有两个方面：一是对品牌功能性的认识;一是对品牌形象象征性意义的认识。而在产品高度同质化的市场条件下，消费者对于品牌形象象征意义的认知有为的重要，就像劳斯莱斯”品牌是一个人地位的象征，而“凯迪拉克”品牌则是成功的象征，同样都是汽车但品牌的象征性意义绝对不一样。

　　In fact, there are two main aspects in consumers'long-term brand recognition: one is the understanding of brand functionality; the other is the understanding of the symbolic significance of brand image. In the highly homogeneous market conditions, consumers'perception of the symbolic meaning of brand image is important, just like Rolls-Royce brand is a symbol of personal status, while Cadillac brand is a symbol of success, but the symbolic meaning of the brand is absolutely different.

　　随着市场的不断发展消费者不仅要求商品的优质，对于商品的品牌视觉形象的要求，也需要品牌通过标志、色彩、图形等展示，体现出商品的特性，满足展示自我身份的消费心理需求，而品牌设计公司的艺术设计要求正好满足了大众的心理需求。

　　With the continuous development of the market, consumers not only need the good quality of the goods, but also the visual image of the brand of the goods. They also need the brand to display the characteristics of the goods through signs, colors, graphics, etc. to meet the psychological needs of consumers who display their own identity. The artistic design requirements of the brand design company just meet the requirements. The psychological needs of the public.

　　此外，品牌VI还有助于消费大众识别企业或者品牌，增加消费者对于企业级品牌形象的记忆和对产品的认购率，使企业产品更为畅销，为企业带来更好的社会效益和经营效益。比如，英国Virgin公司的业务范围非常的广泛，包括航空、旅游、音像零售、饮料、金融保险等经营内容，产品线的跨度非常大，但是由于该公司很成功地在其各个商业领域里严格地实行了统一的VI系统，使其品牌形象得到了很好的延伸——在华灯闪烁的纽约时代广场的巨型Virgin音像商店享受到良好服务的经历，很可能促使你产生在阳光明媚的夏威夷海滩上购买一听Virgin牌口味怪异的冰凉饮料的冲动。

　　In addition, brand VI can help consumers identify enterprises or brands, increase consumers'memory of corporate brand image and subscription rate of products, make enterprise products more popular, and bring better social and operational benefits to enterprises. For example, Virgin's business scope is very wide, including aviation, tourism, audio-visual retail, beverage, financial insurance and other business content. The product line span is very large, but because Virgin has successfully implemented a unified VI system in its various business areas, its brand image has been very good. Extension --- The experience of enjoying good service at the huge Virgin video store in Times Square, New York, with its bright lights, is likely to prompt you to buy a cold drink with a weird Virgin brand taste on the sunny beach of Hawaii.

　　这些都是企业VI对于消费者选择的重大影响，因此，企业对VI的设计要足够重视起来。

　　These are the important influence of corporate VI on consumer choice. Therefore, enterprises should pay enough attention to the design of VI.

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