Development of a visual complex for the Jinan Baliqiao vegetable market

Abstract

The vegetable market is an indispensable public space for the daily consumption of the people. It is not only a place for commodity trading, but also plays a special social role, carrying multiple economic and social functions. As China's urbanisation process continues to advance, the consumption level of the population continues to improve, the old vegetable market often gives people the impression of simple, low-grade, and provides a broadly similar range of products, relying only on the differences between the products themselves for the development of the exceptionally difficult. Therefore, vegetable markets need to adapt to the new social market environment and explore the diversity of urban vegetable market development. Nowadays, vegetable markets are not only limited to meet the function of basic food material circulation, but also gradually develop the functions of playing cards, scene marketing, etc., which continuously satisfy people's increasing material needs and aesthetic pursuits. This paper mainly takes the brand image design of Jinan Baliqiao vegetable market as a carrier, and researches the development of vegetable market through field research, literature analysis and other research methods. Based on the establishment of a standardised brand image, it is planned to take the thematic publicity activities as the entry point for the redesign of the market, and to improve the single, boring standardised market brand design by giving full play to the market's function of providing trading venues, ancillary facilities and services for buyers and sellers, and by setting up a publicity campaign on the popularisation of recipes and ingredients, as well as a systematic main visual design for the activities and a visual design for the ancillary contents. To find a feasible way for the renewal and reconstruction of vegetable markets and even the diversified development of urban visual form design.