A Research on The information dissemination method of SI Design

Nowdays, Chinese business pay more attention to build their commercial Stores Identity System. In recent years, during the process of the “ Second upgrade of corporate visual image”, academic and business circles focus on how to express the inherent brand ‘s cultural concepts and national characteristic effectively, and how to reflects psychological need of the crowd accurately. use different levels of design symbols coding rules, and get rid of some unnecessary information. Finally they will find the distinctive characteristics of the corporate brand image to enhance the brand culture and competitiveness. 1. Explore how to spread the space image with brand differences in the design methodology Based on years of practical experience, the author thinks that, in the process of national or brand characteristic symbol design, which means the encoding process of the symbol spreading, has a certain scientific laws and specific method. First in terms of methodology, we should realize clearly, in both the expression and the choice of construction materials, should be subject to the basic requirement of modern design theory and information communication, only in this way can get the accurate good symbol recognition and information arrival rate. Not split using some traditional Chinese symbols, but conformity the symbol by contemporary audience allow forms, instead of a variety of symbol of national culture, mining the most representative code combination according to scientific research, And spread these symbols according to the function different communication theory in a planned way hierarchical, is not only use ancestor or an area commonly used construction materials and technology as the carrier of the dissemination of information, but as far as possible use the most common material on the market at present, or the most easy to implement process the information. So no matter how the nationalization of the characteristic design, to meet the basic requirements of commercial space SI systemIdentify effective, moderate volume, no noise interference, convenient construction simple, easy to copy. As Mr LiZhong hair says in the book : A qualified modern designers should have three kinds of abilities-1 information understanding and application 2 constitute ability of design modelling and color 3 convey information and the ability to communicate through design. The three abilities actually represents the information of import and integration ability, design codes and performance ability, symbol of output control and message control ability. 2. Information coding level and rule of the difference brand space system According to the basic model of information communication of Shannon and Weaver., the communication process of a complete design information should abide by the following rules: From the information source(designer) get the information encoded(The design process) and then transformed into symbols or symbols groups(information)the symbol or information through certain information spreading media(channel) Interpretation by the sink(the information receiver), this process of interpretation symbols called decoding. In the links spreading channel, there is a noise interference problem, there are also symbol similar with spreading target symbolor confusing significance make the audience cannot accurately identify the symbol. So the accurate and effective coding link、control channel noise has become the key problem of this communication link which designers need to focus on. Ensure that the two links, the decoding process will fall into place, To International Industrial Informatics and Computer Engineering Conference (IIICEC 2015) © 2015. The authors Published by Atlantis Press 951 ensure the communication intention understands by the recipient. In short, the encoding process need to be aware of three major problems: The first is disseminate information for different purposes – analysis what types of information propagation, and then to determine the type of information design and code in what order which is design program, the last is the type of information needed to follow those rules or methods in the process of coding which is the design method as figure1shows. Fig 1 the symbol image Figure 2 communication link As the main brand’s space recognition, brand channel store exists in various forms、 business models and morphology,whether the brand interior stores in large shopping malls or similar kind of McDonald's outdoor shops on both sides of the street, whether it is as independent as Sinopec gas station chain form or large stores as Dazhong, Gome, as long as enterprises or brand after system of SI regulated, there are following five symbol characteristics in space system of communication channels in its business1 :1、logo and the word standard brands such as VI symbols2 performance style and modeling 3、the standard store color 4、system4 uniform material 5、The brand unique spatial aided shape。 In the multi view interpretation Symbols the designer,Symbolic interpretation’s horizons fusion shows a multiple loop structure, that is take the interpreter and the designer as the main body, the former’s attention is the interpreter perspective effect on the symbolic interpretation of behavior, the latter concern about the impact on the interpretation of the behavior of the designer perspective. As designers, we cannot control the decoding process, but can accurately interpretation symbols by careful arrangement of information and extensive research influence the information receiver, standing in the designer angle, the author believes that the above 5 big symbol feature groups can be divided into three sequentially coded information hierarchy according to their different purpose of propagation. The first is the necessary information hierarchy, including the logo and the standard word etc. the core brand visual symbols. The so-called necessary information refers to is the information need to spread, like a personal understanding another person must first know its name. Company logo and the standard word are the external performance of the enterprise internal culture, industry, and other aspects of the intrinsic characteristics of the concept, the core of the visual image or text point directly to the connotation of enterprise. No matter what stores need to first communicated to consumers is name or logo. It is known as the necessary information. Secondly the need to disseminate information hierarchy is homogeneous information hierarchy, the three main aspects of the hierarchical information including style and shape, store standard color system, unified material. The so-called homogeneous meaning is to code a dissemination of information and the same industry or the same population subdivision location nearest rival in all aspects of the requirements. This encoding is to ensure that the specification characteristics possible propagation of this industry in the practical application of SI space. After the study, different industries have different performance characteristics of the symbol, according to the features and the industry or the location of population subdivision in many industries tend to show a homogeneous rules. Take the color symbol as an example,the fast food industry such as McDonald's, KFC, pizza hut, real time, Yoshinoya etc. Volkswagen brand, its Wailimian main tone often focus on