Abstract:

Nowadays the market competition between domestic daily chemical brands and foreign brands is becoming increasingly fierce, the visual image design of domestic daily chemical brands is seriously homogenized, and the visual image of products lacks characteristics. It is of great importance to explore the internal connection between regional cultural elements and the visual image of daily chemical products, and connect the two through design language to form a visual image of distinctive daily chemical products. Understanding and analyzing the correlation between daily chemical products and regional culture, using the three-level theory of emotion, deeply digging regional cultural elements, finding out the tangible, behavioral and intangible content of cultural elements, establishing a regional cultural element library, and extracting relevant elements are deducted or reconstructed to form new design elements, which are properly integrated into the visual image design of daily chemical products according to certain design principles. Through theoretical research and practice, it is possible to organically combine regional cultural elements with daily chemical products through extraction and refinement to design daily chemical products that meet the aesthetic cognition of modern consumers and the natural and organic psychological needs of product raw materials. At the same time, practice has proved that the integration of regional cultural elements can improve product recognition, enhance brand cultural connotation, and enhance product competitiveness.

Key words: regional culture, daily chemical products, visual image, brand, design