Analysis of real estate image packaging skills (2)

2. Property Logo

Now we must design a logo that fully reflects the individuality and philosophy of the real estate. It must be concise, clear, and not too complicated to make people remember.

Look at the real estate logo, you can know which company is developing what real estate, to achieve this standard on it.

3. Standard word

The standard word is the artistic treatment of the name of the real estate, in order to more effectively and more prominently show the image of the real estate.

The real estate standard fonts should be able to be used independently, and they can be used in conjunction with logos, so that they can produce good results.

4. Real estate symbol pattern

In fact, the symbolic design of the real estate is a powerful supplement to the logo and the standard word. It is a decorative function, and sometimes it can represent a certain meaning. This pattern is used less often, but it is only used in advertisements and other publicity. .

5. Property color

Color as an area of ​​culture and folk customs is an indispensable area of ​​research, different people have different requirements and likes and dislikes for color, so the real estate in the selection of color should be particularly careful.

There is a building in Guangzhou, which is very good in all respects. It is the green color of the roof. Because of hard work, it cannot be sold. After investigation, it was discovered that the original mistakes and problems were in the color of the roof, and people thought of wearing a “green hat”. Who still lives in this building!

We can look at the color of the buildings currently being developed. White accounts for the majority, while other colors are rarely used, and use is also chaotic. It makes people feel less overall and lacks a sense of comfort.

The above is the basic unity of the visual elements of a real estate project. Only the visual image can be unified and personalized so that the real estate can be put into an effective identification system.

6. Greening

As a living quarter, the layout of the building is decorated with greenery, but the choice of plant species in greenery is also exquisite. This is to ask the garden experts to cooperate with the positioning of the entire real estate, and truly make the real estate icing on the cake.

Which varieties should be selected when planting flowers and trees?

1 There is no local; 2 has a sculptural style; 3 is evergreen; 4 is changed in four seasons to sense changes in the seasons;

It is necessary to select and combine the above different types.

7. Real estate modeling

What is the shape of a building in a real estate, directly affecting the sale of the entire real estate, this is the shape of the real estate.

When people evaluate a building, they often use words such as “upscale,” “grace,” and “luxury,” but these are not expressions of the accuracy of the building. In fact, every line, every piece of color, and each group of space ratios of a building are a series of symbols that contain various meanings and ideas. It is these symbols that enable people to feel the grandeur of the Forbidden City, the Hall of Supreme Harmony, the imperial palace of the Forbidden City, the tranquil ambience of the Notre Dame de Paris, the deep affection of the Sydney Opera House, and the magnanimity of the White House. The kind of atmosphere, identity, and spirit that people can feel. This is the architectural language. This is a silent language. It is the accumulation of culture. People only use the mind to feel it.

1 Landmark Building

The eight pillars of the Rhine Garden in Guangzhou imitating the ancient Roman and ancient Greek forms are landmarks of the Rhine Garden. The landmark building will directly affect the sales of the entire building under specific circumstances. For instance, villas developed by Shanghai Meiyuan Real Estate Co., Ltd. began to show mediocre sales. Interestingly, the company’s own office building on Shanghai’s X× road has attracted many buyers. Some large foreign companies have come to negotiate and have expressed willingness to pay high prices to buy this building. The manager of the company began to be baffled, and then suddenly realized that the building was openly auctioned, and it was awkward. This is a miracle. How could this be? It is the architectural style of this building.

The company's office building at first glance, the people of Shanghai always feel somewhat similar to the famous White House, so people will incidentally call it "the Little White House."

The "White House" adopts an authentic European baroque architectural style. Its mother is a Greek architecture, and it is designed to be very faithful to the mother's structure. The south facade is the symbol of the building. Its vault is supported by six Roman pillars. The base of the pillar is the base of the Print. The upper part is the Klins stigma and the fancy stylus. These details are the same, which lays the foundation of the building. Gorgeous and solemn baroque tone. The lower part of the vault is surrounded by a pattern of gladiolus grass, and the upper waist is surrounded by rich religious lines. This forms a rough and delicate contrast with the large area of ​​the vault, and creates the beauty of connotation. Above the vault there are three curved arches and one ball, such as a bright pearl on the ancient silver helmet. It has a mighty and historic sense. The axis of the big ball is the flagpole, and the five-star red flag flutters on the flagpole.

The ground floor of the main building has a large area on the second floor, and the area on the three floors is reduced, which makes the roof form a ladder. This bedding provides a rich hierarchy for the fifth facade of the building. The south facade on the ground floor of the main building is a Roman pillar indoor corridor with the same style as the gate court. On the second floor is an open-air terrace. The fence is made up of Atlanta male vases arranged at intervals. The East and West Walls are the Baroque Gables, which constitute the power of the gatehouse. The windows of the main building are connected by aluminium lattice square windows and semi-circular fan windows. The gantry stone lion emblem is placed above the window cover and is overbearing.

In the middle of the northern elevation of the “Little White House”, there is a large flat space in the middle of the plot. The seven-meter-high bronze giant eagle flies over this wall. This is the finishing touch for the painting and becomes a distinct cultural personality of the building.

The south side of the “Little White House” is a garden. The garden is dominated by turf. There is a large cedar tree in each of the east and west sides. There are four flower beds inlaid on the stone road in front of the building. The garden lights are scattered and distributed in three spatial levels: medium, low, and high. On one side of the garden is an autumn white wall decorated with floral ornaments, along the side of the road is a religious cast iron fence. The door room and garage are also Baroque style, integrated into the main building.

The “Little White House” is a simple and ancient style hotel with a very modern facility. The central air-conditioning, light control, and voice control are all available. There are restaurants, dance halls, and gymnasiums in the auxiliary building supporting the office.

The people of Shanghai are still impressed with the taste of art. Therefore, when the “Little White House” was built, it would attract many people to talk about their content and take pictures. The position of the building in Shanghai's urban forest is self-evident, and some image-oriented companies certainly hope to buy it for their own signage.

Why the Bank of China Building in Hong Kong is particularly significant is to use a space-changing facade and a sharp breakthrough at the top to extend the will of the people, reflecting the spirit of the Bank of China's dedicated and enterprising, never satisfied.

The building in the community should have the main building as a unique architectural language to be able to represent and reflect the characteristics of the real estate. Otherwise, it is a matchbox-style building, giving people the feeling of not having a taste. In addition, the buildings in the real estate should be coordinated with each other and cannot be mutually incompatible, forming a feeling of separation.

2 building architectural melody

As a building within a real estate development, it is necessary to embody a style, and in fact it is also a means and method for realizing the entire marketing strategy, especially in the design, to tell the designer.

How is the architectural function of the project combined? In the space utilization of the building, how do you fully and clearly show the combination of the functions of the project? In the style of the architectural language, your project needs to emphasize the change and inconsistency. Is modern architecture still a symmetrical and modular Renaissance architecture? Do you need to show the cultural and industrial context of your project in your architectural design? Does your project design require dynamic and multidimensional auditorium effects? Static visual effects? Between the units of the building complex, what kind of lifestyle or work style do you hope to express through architectural design? Between the building style and the surrounding street environment, do you choose to coordinate or choose strong contrasts?

Because different architectural languages ​​will have different results, people will experience different experiences:

The totem-style architectural decoration blocks represent corresponding identities and beliefs; the walls of the granite rough stone give a sense of solidness and heavy weight, representing the belief that the water is indelible; the right-angled layout of the blocks gives a boring, depressed, and The feeling of lifelessness; stubborn symmetry layout is based on the self as the core, the result of a subconsciously negative effect on viewers; the volume and height of the column brings people's psychological influence on the ratio of the body's own size; dynamics The static visual effect represents the strong or indifferent willingness of the owner of the building to communicate with others; the breakthrough in the space formed by the slopes and the spires gives people the subconscious influence of “more hope”; The sense of sacredness; all kinds of spatial proportions are related to people's mentality. The window is made like a large door, open and self-confident and lacking in subtlety; the retreat of the wall and the perspective effect caused by the colonnade give people a sense of self-sufficiency free and free.

3 personified buildings

As residents of real estate, they all hope to form their own unique "community culture" in this world, and each developer is also trying to reflect a kind of love through various buildings.

However, the needs of each person are not the same, and the aesthetic requirements for architecture are not the same. This requires that these problems be solved according to the determination of the target customers.