1. Reference is the beginning of learning

　　我记得五年前当我收到VI设计的第一份订单时，我很兴奋，因为我终于有了一个真正的实践机会。但也很紧张，因为之前还没有设计出完整的VI系统;因此，第一步是通过互联网查找资料，并想尽一切办法找出所有与该客户的同行或相关品牌相关的资料。我记得这个VI设计项目，我找到了近1G的参考资料。这里面包含了很多东西:LOGO、VI手册、实际环境、店面应用、宣传材料、网站、视频等等都很丰富!

　　I remember five years ago when I received my first order for VI design, I was very excited because I finally had a real practice opportunity. But it's also very tense, because the complete VI system has not been designed before; therefore, the first step is to search the information through the Internet and try every way to find out all the information related to the customer's peers or related brands. I remember this VI design project. I found nearly 1g references. There are many things in it: logo, VI manual, actual environment, store application, publicity materials, website, video and so on!

　　可以说，寻找信息的过程是最好的学习过程，对于初学者来说，在最初的阶段，没有捷径可走，没有人可以用手教你，只能靠自己的心，努力，用大脑去探索一切!相信你已经有了一个方向，在你仔细搜索资料和研究他们所有。

　　It can be said that the process of finding information is the best learning process. For beginners, in the initial stage, there is no shortcut to go, no one can teach you by hand, only rely on their own heart, efforts and brain to explore everything! I believe you have a direction before you carefully search the information and study all of them.

　　2. 多为客户着想

　　2. Think more about customers

　　我们可以看到很多大型企业在互联网上的品牌VI系统,通常看起来更完整,但实际上很多材料只是做了一些演示模板,因为后期实现的大型企业,更详细的部分将被移交给较低的设计部门,或外部广告公司完成!

　　We can see the brand VI system of many large enterprises on the Internet, which usually looks more complete, but in fact, many materials only make some demonstration templates, because the later large enterprises, the more detailed part will be handed over to the lower design department, or the external advertising company to complete!

　　而对于很多中小成长型企业来说，这样的VI系统设计显然是不实用的!因此，八年前当我制作第一个VI系统时，我为客户考虑了更多的细节，我们设计了每个项目作为最终的实施文档。

　　For many small and medium-sized growth enterprises, such VI system design is obviously not practical! Therefore, when I made the first VI system eight years ago, I considered more details for customers, and we designed each project as the final implementation document.

　　例如户外广告和X展架，设计一个模板效果是不够的，需要整合文案内容等相关信息，使文案可以直接用于推广和执行。

　　For example, for outdoor advertising and X exhibition stand, it is not enough to design a template effect. It is necessary to integrate relevant information such as copywriting content, so that copywriting can be directly used for promotion and implementation.

　　3.VI设计是体验设计

　　3. VI design is experience design

　　每一个VI设计项目不仅是平面布局的设计，更是基于品牌整体感觉和体验的设计。

　　Every VI design project is not only a plane layout design, but also a design based on the overall feeling and experience of the brand.

　　在设计之前,我们可以想象:当客户的客户,展览通过互联网和户外广告企业或品牌印象,当顾客达成初步合作意向,从公司总部(工厂),他们对于企业环境中,符号,团队服装,等等一系列的业务信息的经历吗?

　　Before the design, we can imagine: when the customer's customer, exhibition through the Internet and outdoor advertising enterprise or brand impression, when the customer reaches a preliminary cooperation intention, from the company headquarters (factory), their experience of a series of business information in the enterprise environment, symbols, team clothing, etc?

　　所有这些都需要你作为品牌VI系统设计师去规划，因此，设计师最好去企业实地考察和体验，客户也可以让客户多拍一些实际环境的照片供客户考虑。只有这样，VI才能与真实的体验相一致。

　　All of these need you to plan as a brand VI system designer. Therefore, it's better for designers to visit and experience enterprises. Customers can also let customers take more photos of the actual environment for their consideration. Only in this way can VI be consistent with the real experience.

　　4. 没有创新，就没有设计

　　4. No innovation, no design

　　从N年前我第一次做VI设计开始，我就在心底制定了一个最基本的原则，那就是VI设计不能设置模板，必须针对每个企业进行定制。

　　Since I first did VI design n years ago, I have formulated a basic principle in my heart, that is, VI design cannot set templates, and must be customized for each enterprise.

　　每一个新的VI设计项目，都必须有一些创新的设计，必须塑造企业独特的标识识别形象。

　　Every new VI design project must have some innovative design, and must shape the unique identification image of the enterprise.

　　每次我们给客户优良的品质和合理的价格,例如:早期VI设计费用不高,但是我们的设计根据价格标准10倍以上,最终客户能感觉到它,只有这样,我们才能真正反映VI设计的价值。

　　Every time we give customers good quality and reasonable price, for example: the cost of early VI design is not high, but our design is more than 10 times of the price standard, and the final customer can feel it. Only in this way can we truly reflect the value of VI design.