Xiaofang Tan, a corporate training instructor, discovered during her visits to travel agencies and scenic spots that many tourism enterprises do not value design at all, and never consider using scientific methods for creative planning. The creative problems of China's tourism brands can be represented by the following few types:
1. Color blindness
Chinese tourism enterprises generally like to use bright red and purple colors, never considering the happiness preference of target tourists, not analyzing the market, being idealistic apart from the public. As a result, the brand quality of tourism appears to be very low, much lower than that of foreign or even domestic first-line competitors.
2. Verbal diarrhea
Tan Xiaofang (to book Tan Xiaofang's brand marketing management training course, please contact 13733187876) believes that tourism managers should not expect a tourism poster or advertisement to solve both brand image promotion and sales promotion, and even hope that it can also play a role in attracting investment. This is unrealistic.
3. Cliché syndrome
The author has many business cards from domestic and overseas tourism bureaus. When put together, you will find that there are actually many hidden brand elements within these cards. Most of the business cards from domestic tourism bureaus still use the "Horse Treading on a Flying Swallow" logo, without their own local characteristics of brand logos. The cards are simply laid out with no design to speak of, the paper choice lacks quality, the font and size are not uniformly specified, looking rough and falling into clichés.
4. Clone syndrome
Cloning is rampant, which is also a common problem among Chinese tourism enterprises. Looking at domestic scenic spots, titles such as "Old XX", "XX Longevity", "Blessing XX" fill the pages, or otherwise "Bamboo XX", "Water XX", "XX Valley", everyone looks the same... either that or "Qingdao becomes Qing Bird, Shilin becomes Wulin" imitating each other so closely that if you don't look carefully, you can't tell who is the real "Li Kui".
5. Calligraphy syndrome
Many people say that their promotional budget is stretched thin, yet many scenic spots, travel agencies, and hotels take pride in having celebrity calligraphy as their logo! Little do they know, TV ads flash by in five seconds, and the function of using calligraphy with flying dragons and phoenixes for promotion by tourism enterprises can only have one effect - consumers can't see clearly, don't understand, and it's useless.
Some may say, the scenic spot's "unshaken" calligraphy logo for 50 years - but it was written by a celebrity, plus changing it often poses risks to the market. But let's look at Pepsi, which updates its VI system approximately every 10 years, keeping the visual elements up with the times... Currently, the new fonts popular in Europe and America mainly focus on seeking new styles. Influenced by abstract painting art and modern technology, the fonts placement is similar to dense and overlapping, striving for a relatively concentrated overall effect. Additionally, there is another trend, which is to adopt excellent classical fonts.