Visual design, serving as a bridge connecting brands with the hearts of their audience, has long permeated every aspect of life. From the interfaces of mobile apps we use daily to the street corner automobile advertisements, exquisite visual design not only captures people’s attention instantly but also subtly conveys the brand’s value and philosophy, influencing consumers’ purchasing decisions.
In this creativity-driven field, countless designers leverage their talent and passion to continuously drive the development of the industry. In China, there is a designer who has become a leading figure in the industry through his exceptional professional expertise and relentless innovative spirit—his name is JIAO Ao.
JIAO Ao currently serves as the Director of Visual Design at Guangzhou Xiaopeng Motors Technology Co., Ltd. (XPENG), where he has brought his professional skills to the fullest. He is good at setting the tone for XPENG’s overall visual design from a strategic height. Additionally, by deeply researching automotive industry trends and consumer aesthetic preferences, he has led his team in a comprehensive optimization and upgrade of XPENG’s brand image.
From the color matching of the car’s exterior to the detailed design of the interior, to the overall style of brand promotional materials, he has meticulously crafted each aspect. These efforts have successfully aligned XPENG with the aesthetic needs of today’s young consumers and highlighted its brand positioning of technology and futurism, making XPENG stand out among many competitors.
The experience and achievements accumulated in practice have further promoted JIAO Ao’s in-depth research. In recent years, as consumers’ aesthetic level has improved and their demand for personalization has increased, the visual design of automotive brands has expanded beyond traditional logos, body lines, and color matching to include dimensions such as brand philosophy, cultural connotation, and user experience.
Based on this, JIAO Ao published a paper titled Innovation and Practice in Visual Design of Automotive Brands in Auto Weekly. The paper provides a comprehensive review of the current state of visual design in the automotive industry and offers unique insights on how to achieve innovation in this field, pointing out the direction for the future development of automotive brands.
In the paper, JIAO Ao elaborates on the definition, composition, and importance of visual design in automotive brands. Design must have high recognizability, such as BMW’s iconic blue and white logo; it also needs to contain cultural connotations, like Alfa Romeo’s cross and snake pattern; and it must balance technology, internationalization, and localization. In terms of composition, logos, body, and interior design each have their unique roles and requirements.
In terms of importance, visual design is the foundation of brand identification and communication, profoundly affecting consumers’ perception and loyalty, with family-style front faces being a good example. When it comes to innovative methods, the paper presents a systematic view. Research and analysis are the cornerstones of innovation, providing direction for design through market demand research, competitor analysis, and grasping the aesthetic trends of the target audience. Moreover, creative conception and sketching are key steps in turning ideas into reality. After determining the design concept, sketches are drawn, and design proposals are discussed to perfect the design details.
The integration of culture and emotion is the finishing touch, as it incorporates the brand story, reflects regional culture, and designs emotional resonance points, making the automotive brand more charming and infectious. The interior design of XPENG is a successful example of emotional resonance design. Regarding the future trends of the industry, JIAO Ao points out that intelligence and personalization, sustainability and environmental protection, and cross-culture and globalization will be the development directions of visual design in automotive brands. Intelligence and personalization meet consumers’ demand for interactive experiences and personality expression; sustainability and environmental protection align with the global environmental trend; and cross-culture and globalization adapt to the needs of brand development in the global market.
Overall, this paper is logically rigorous and detailed, providing comprehensive and in-depth research results for the field of visual design in automotive brands. Whether it is for professionals in the automotive brand industry or for those interested in the design field, they can all gain valuable knowledge and inspiration from this paper, which has significant value in promoting innovation and development in visual design for automotive brands.
It can be said that innovative thinking is one of the important factors that have made JIAO Ao a standout in the industry. For many years, he has maintained enthusiasm and curiosity for new technologies and knowledge, independently developing several industry-leading technological achievements. Among them, the publication of the Visual Communication Design System Based on Digital New Media V1.0 caused a stir in the industry. The system uses advanced digital technology and intelligent algorithms to greatly improve the efficiency and precision of visual communication design.
Designers can quickly generate complex design proposals and adjust and optimize them based on real-time data, thereby greatly shortening the design cycle and improving work efficiency. Additionally, the system has strong compatibility, seamlessly connecting with various digital new media platforms, and its rich design tools and effect libraries, along with the built-in intelligent algorithms, provide a vast space for designers to realize their creativity.
Importantly, this technological achievement has good cross-platform compatibility and scalability, adapting to a variety of media and terminal devices. Whether it is for websites, mobile applications, or social media channels, the system can provide high-quality design outputs, ensuring that design works are consistently and excellently presented on different platforms.
In summary, JIAO Ao has left a profound mark in the industry with his profound visual design foundation, forward-looking strategic vision, and outstanding innovative capabilities. In the future, he will undoubtedly bring more surprises and breakthroughs to the field of visual design, becoming an important force driving industry progress.
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