INTRODUCTION
My graduation project is about the design of theme restaurant. The choice of theme is "planet". The theme restaurant originated from Europe and America, and began to develop in mainland China in the late 1990s. Theme restaurant is a basic place for customers to eat through a series of attractive signs around one or more historical or other themes. Compared with general restaurants, the specialty of theme restaurants is to provide unique theme cultural scenes and create a theme atmosphere for specific consumer groups. At present, theme restaurants are more and more popular among young people. Eating is not only the pursuit of satiety, but also the environment has gradually become a very important factor for us to choose. According to my questionnaire, I found that you generally raised a question: in China, you can't distinguish the difference between the theme restaurant and the ordinary restaurant. There is no systematic conceptual design that is the problem facing the theme restaurant at present. There is no gap between the theme restaurant and the ordinary restaurant, so you have no choice. However, because the theme restaurant sells not only food but also ideas, the price will be generally high, which will lead to fewer people choosing the theme restaurant, because there is almost no gap, so people will not spend more money to consume a theme restaurant that is just a little different from the ordinary restaurant.
Choosing a theme is also a science. I investigated the preferences of young people and found that most young people would prefer a strong sense of technology to an old-fashioned and retro style. In the future, science and technology themed films are also sought after by many young people. To survive and develop well in the market of this theme restaurant, choosing the theme is the key.
ANALSIS
The positioning of theme restaurant is a way of brand expression. The market trend of theme restaurants is now obviously on the rise. Young people no longer choose restaurants just to fill their stomachs, but also choose a place with attractive environment to enjoy their dining time. Different theme restaurants will attract different customers to know what theme is most popular and popular. According to the survey, the current market trend is very favorable for theme restaurants."The positioning of theme restaurant refers to all kinds of decisions and activities to make products establish a clear and popular image in the minds of customers in the target market. Through market positioning, the operators of the theme restaurant can understand their position and what kind and level of customers they are facing, so that they can design the theme restaurant products and carry out promotional activities according to their needs. In a word, the success or failure of the theme restaurant operation depends on the research and analysis of the target market, and the key lies in the accuracy and feasibility of the market positioning of the theme restaurant. (positioning of theme restaurant) "for food consumption and main consumption behavior, it refers to all mental activities and external actions shown by consumers' seeking, purchasing, enjoying and evaluating food, services and facilities to meet their needs. The consumer experience decision-making process generally includes some stages: consumers confirm what their needs are. The theme restaurant designer can design the environment atmosphere and food products to meet one or more needs of consumers according to the surrounding products and potential consumption related to the theme, so as to attract consumers to experience consumption.
According to my investigation and analysis, young people aged 20-30 are the main consumers of new things. They have a relatively new consumption conc ept. They don't hesitate to choose what they like and accept new things boldly. 88% of them are interested in theme restaurants, 50% of them are very willing to try creative theme restaurants, which is the current situation of the consumer market, so it is in line with the positioning of theme restaurants in the market.I chose three totally different theme restaurants for comparison. The first one is elegance, the second one is loveliness and the third one is bad taste. These three theme restaurants are totally different from the concept of theme restaurants I designed, and they are also powerful competitors. The theme restaurants with different themes will naturally have different audiences, and because of the different themes, the popularity will naturally be different. According to my chart just now, when the price cost is almost the same, most young people will make a decision to choose something with more sense of technology.
COOPERATION
Because the style of my theme restaurant is mainly star, science fiction style, so I can have the opportunity to launch products together, for example, when I buy a package, I can give it away; or I can launch a limited version of cooperative T-shirt. These cooperative products also greatly increase the exposure of the brand, so that more customer groups in other aspects are interested in this aspect, so as to try and experience."Cooperative product"is also one of the most popular products at present. When two things in different fields cooperate with each other, it will produce the effect of 1 + 1 > 2. There are many young people who are not very interested in the two brands for cooperation, but because they are new things, they will want to try.
In addition to the cooperation with films, the cooperation with games also has room for development. The game is also one of the favorite things for young people. If you work hard on the software or hardware of the game, you can also gain customers who are interested in this aspect. For example, if you buy a certain set meal in our restaurant, you can get the exchange code of the skin of a certain game. Such a cooperation way will make you easily buy cooperative products and increase the market of the theme restaurant.
COLOR
I chose two main colors, which are the brand colors of the theme restaurant I designed. The reason why I choose these four colors is to create a kind of color matching with a sense of technology. Because of various cases and usual observation, I think I can't choose the same color system, and the color of the same color system will become soft. For example, when a work wants to express warmth, its color will not jump too much, just like my keyboard color, light Orange and beige, plus some light sky blue for embellishment, give a lovely, gentle feeling. And the sense of technology is often the opposite, gentle will weaken the effect I want to express, so I choose cold color and warm color to match.
LOGO DESIGN
ELEMENT DESIGN
ENERGY GIANT
This is the restaurant role I designed. I think it is very necessary to design a character image for a theme restaurant. My target audience is young people and children. The appearance of such character image greatly increases the interest and attracts customers'eyes. Whether it is placed in the door, painted on the wall in the store, or designed to be sold around, it is a selling point. As for the role of this theme restaurant, I chose the astronaut image for creation because I designed a restaurant with the theme of planet. After many times of consideration, I think the astronaut is the most suitable person for my theme image. Compared with the stewardess captain, or the strange alien without specific shape, the astronaut is more representative than them, or It's more picturesque. So I drew such a figure. As for his color matching, I used my brand's color to make it look integrated. I didn't choose the main color of my brand for the main color, but chose the secondary color. The reason is that the astronaut's clothes are white, and the light color will make his image look more three-dimensional. And I also added the logo to the character. I named him energy giant.
APPLICATION
POSTER
MENU
TABLE
APP / WEBSITE
UNIFORM
设计师：江宇婷
学 校：北京师范大学珠海分校
专 业：视觉传达设计（中德合作办学双学位）
邮 箱：arashinino@aliyun.com
Designer：Amy
School：Beijing Normal University，Zhuhai
Program：Visual Communication Design（Brand Design）
