Research on the integration and development of visual communication art and brand pattern design based on data envelopment analysis method

Abstract

Abstract Brand pattern design is an important part of brand image building. This paper proposes a fractal method for visual communication and brand pattern design, combining fractal theory with a computer to generate Julia fractal graphics and apply them to brand pattern design. The grayscale covariance matrix is utilized for texture analysis to address the issue of difficult fractal processing. Meanwhile, the DEA method was applied to measure the economic efficiency of the brand design process based on visual communication art. Three input indicators and two output indicators were selected to construct the DEA performance measurement system, and based on the study of the fractal effect of pattern design, the brand design of hotel brand Group A was taken as the research object to compare and analyze the DEA efficiency and influence of similar brands. From the perspective of brand pattern design, the average value of the brand influence score of Group A from 2017 to 2020 is 0.4515, the overall average value of the brand influence score of the sample hotel group is 0.5154, and the brand influence score of A fails to reach the average level. The brand design of Group A is still insufficient to fully reflect the influence of the brand.