VI Design Model of City Brand Based on Hierarchical Communication

Xi Shen; Zhiyu Zhao

doi:10.1007/978-3-031-94168-9_17

VI Design Model of City Brand Based on Hierarchical Communication

Xi Shen
, Zhiyu Zhao^*

^*Corresponding author for this work

School of New Media Art and Design

Beihang University

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

Abstract

This paper explores the VI design model of city branding based on hierarchical communication, offering theoretical and practical guidance. Using literature review and case study methods, the study established three hierarchical levels of consumer preferences for city brand design requirements: Superficial Level, Essential Level, and Spiritual Level. It defines nine design attributes: Information communication, Interactive experience, Marketing value, Memory enhancement, Cultural heritage, Aesthetic value, Spiritual value, Symbolic meaning, and Communication and cooperation. Through quantitative analysis with the Kano model, the study analyzed user groups’ preferences and necessities for different design requirements at various levels. This analysis provides data support for hierarchical positioning and innovative communication strategies in city brand design and development.

Original language	English
Title of host publication	HCI International 2025 Posters - 27th International Conference on Human-Computer Interaction, HCII 2025, Proceedings
Editors	Constantine Stephanidis, Margherita Antona, Stavroula Ntoa, Gavriel Salvendy
Publisher	Springer Science and Business Media Deutschland GmbH
Pages	176-187
Number of pages	12
ISBN (Print)	9783031941672
DOIs	https://doi.org/10.1007/978-3-031-94168-9_17
State	Published - 2025
Event	27th International Conference on Human-Computer Interaction, HCII 2025 - Gothenburg, Sweden Duration: 22 Jun 2025 → 27 Jun 2025

Publication series

Name	Communications in Computer and Information Science
Volume	2528 CCIS
ISSN (Print)	1865-0929
ISSN (Electronic)	1865-0937

Conference

Conference	27th International Conference on Human-Computer Interaction, HCII 2025
Country/Territory	Sweden
City	Gothenburg
Period	22/06/25 → 27/06/25

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

SDG 11 Sustainable Cities and Communities

Keywords

City Branding
Hierarchical Communication
Semiotics
VI Model Construction

Access to Document

10.1007/978-3-031-94168-9_17

Cite this

Shen, X., & Zhao, Z. (2025). VI Design Model of City Brand Based on Hierarchical Communication. In C. Stephanidis, M. Antona, S. Ntoa, & G. Salvendy (Eds.), HCI International 2025 Posters - 27th International Conference on Human-Computer Interaction, HCII 2025, Proceedings (pp. 176-187). (Communications in Computer and Information Science; Vol. 2528 CCIS). Springer Science and Business Media Deutschland GmbH. https://doi.org/10.1007/978-3-031-94168-9_17

Shen, Xi ; Zhao, Zhiyu. / VI Design Model of City Brand Based on Hierarchical Communication. HCI International 2025 Posters - 27th International Conference on Human-Computer Interaction, HCII 2025, Proceedings. editor / Constantine Stephanidis ; Margherita Antona ; Stavroula Ntoa ; Gavriel Salvendy. Springer Science and Business Media Deutschland GmbH, 2025. pp. 176-187 (Communications in Computer and Information Science).

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title = "VI Design Model of City Brand Based on Hierarchical Communication",

abstract = "This paper explores the VI design model of city branding based on hierarchical communication, offering theoretical and practical guidance. Using literature review and case study methods, the study established three hierarchical levels of consumer preferences for city brand design requirements: Superficial Level, Essential Level, and Spiritual Level. It defines nine design attributes: Information communication, Interactive experience, Marketing value, Memory enhancement, Cultural heritage, Aesthetic value, Spiritual value, Symbolic meaning, and Communication and cooperation. Through quantitative analysis with the Kano model, the study analyzed user groups{\textquoteright} preferences and necessities for different design requirements at various levels. This analysis provides data support for hierarchical positioning and innovative communication strategies in city brand design and development.",

keywords = "City Branding, Hierarchical Communication, Semiotics, VI Model Construction",

author = "Xi Shen and Zhiyu Zhao",

note = "Publisher Copyright: {\textcopyright} The Author(s), under exclusive license to Springer Nature Switzerland AG 2025.; 27th International Conference on Human-Computer Interaction, HCII 2025 ; Conference date: 22-06-2025 Through 27-06-2025",

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language = "英语",

isbn = "9783031941672",

series = "Communications in Computer and Information Science",

publisher = "Springer Science and Business Media Deutschland GmbH",

pages = "176--187",

editor = "Constantine Stephanidis and Margherita Antona and Stavroula Ntoa and Gavriel Salvendy",

booktitle = "HCI International 2025 Posters - 27th International Conference on Human-Computer Interaction, HCII 2025, Proceedings",

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Shen, X & Zhao, Z 2025, VI Design Model of City Brand Based on Hierarchical Communication. in C Stephanidis, M Antona, S Ntoa & G Salvendy (eds), HCI International 2025 Posters - 27th International Conference on Human-Computer Interaction, HCII 2025, Proceedings. Communications in Computer and Information Science, vol. 2528 CCIS, Springer Science and Business Media Deutschland GmbH, pp. 176-187, 27th International Conference on Human-Computer Interaction, HCII 2025, Gothenburg, Sweden, 22/06/25. https://doi.org/10.1007/978-3-031-94168-9_17

VI Design Model of City Brand Based on Hierarchical Communication. / Shen, Xi; Zhao, Zhiyu.
HCI International 2025 Posters - 27th International Conference on Human-Computer Interaction, HCII 2025, Proceedings. ed. / Constantine Stephanidis; Margherita Antona; Stavroula Ntoa; Gavriel Salvendy. Springer Science and Business Media Deutschland GmbH, 2025. p. 176-187 (Communications in Computer and Information Science; Vol. 2528 CCIS).

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

TY - GEN

T1 - VI Design Model of City Brand Based on Hierarchical Communication

AU - Shen, Xi

AU - Zhao, Zhiyu

N1 - Publisher Copyright: © The Author(s), under exclusive license to Springer Nature Switzerland AG 2025.

PY - 2025

Y1 - 2025

N2 - This paper explores the VI design model of city branding based on hierarchical communication, offering theoretical and practical guidance. Using literature review and case study methods, the study established three hierarchical levels of consumer preferences for city brand design requirements: Superficial Level, Essential Level, and Spiritual Level. It defines nine design attributes: Information communication, Interactive experience, Marketing value, Memory enhancement, Cultural heritage, Aesthetic value, Spiritual value, Symbolic meaning, and Communication and cooperation. Through quantitative analysis with the Kano model, the study analyzed user groups’ preferences and necessities for different design requirements at various levels. This analysis provides data support for hierarchical positioning and innovative communication strategies in city brand design and development.

AB - This paper explores the VI design model of city branding based on hierarchical communication, offering theoretical and practical guidance. Using literature review and case study methods, the study established three hierarchical levels of consumer preferences for city brand design requirements: Superficial Level, Essential Level, and Spiritual Level. It defines nine design attributes: Information communication, Interactive experience, Marketing value, Memory enhancement, Cultural heritage, Aesthetic value, Spiritual value, Symbolic meaning, and Communication and cooperation. Through quantitative analysis with the Kano model, the study analyzed user groups’ preferences and necessities for different design requirements at various levels. This analysis provides data support for hierarchical positioning and innovative communication strategies in city brand design and development.

KW - City Branding

KW - Hierarchical Communication

KW - Semiotics

KW - VI Model Construction

UR - https://www.scopus.com/pages/publications/105008657405

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DO - 10.1007/978-3-031-94168-9_17

M3 - 会议稿件

AN - SCOPUS:105008657405

SN - 9783031941672

T3 - Communications in Computer and Information Science

SP - 176

EP - 187

BT - HCI International 2025 Posters - 27th International Conference on Human-Computer Interaction, HCII 2025, Proceedings

A2 - Stephanidis, Constantine

A2 - Antona, Margherita

A2 - Ntoa, Stavroula

A2 - Salvendy, Gavriel

PB - Springer Science and Business Media Deutschland GmbH

T2 - 27th International Conference on Human-Computer Interaction, HCII 2025

Y2 - 22 June 2025 through 27 June 2025

ER -

Shen X, Zhao Z. VI Design Model of City Brand Based on Hierarchical Communication. In Stephanidis C, Antona M, Ntoa S, Salvendy G, editors, HCI International 2025 Posters - 27th International Conference on Human-Computer Interaction, HCII 2025, Proceedings. Springer Science and Business Media Deutschland GmbH. 2025. p. 176-187. (Communications in Computer and Information Science). doi: 10.1007/978-3-031-94168-9_17

VI Design Model of City Brand Based on Hierarchical Communication

Abstract

Publication series

Conference

UN SDGs

Keywords

Access to Document

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