Visual marketing plays an important role in shaping brand image and improving brand awareness. Brand is the link between enterprises and customers. A high-quality brand image helps to enhance the product competitiveness of cross-border e-commerce enterprises. Therefore, in the visual marketing of cross-border e-commerce enterprises, it is very important to properly match the colors of stores and brands, highlight the main colors, and unify the style. Visual marketing is essentially a highly concentrated brand information and the simplest memory point in the content that the brand wants to spread. It can help solve the problem of information focus in the process of brand communication, so that consumers can clearly communicate when reading the brand, and simplify the communication cost. Therefore, visual marketing can shape the brand image and improve brand awareness.
Because the visual marketing in cross-border e-commerce is aimed at audiences in different countries or regions, enterprises or platforms should pay attention to the nationality and timeliness of vision in cross-border e-commerce. For example, the Chinese nation has a long history and a vast territory. People and things pay attention to harmonious coexistence. Therefore, in visual presentation, it is required to be both deep and implicit and strongly prominent, reflecting a deep cultural content. The dry climate and mountainous natural environment of the German nation have created the rigor of the Germans. German design reflects sophisticated craftsmanship and excellent production. Even the surface design that tends to be more artistic cannot be free. The design proposed by the Ulm School of Design is science and technology, thus forming a German style that emphasizes function, technology, and lacks artistic sense; the French nation is different. It is located in a temperate marine climate. Romance, fashion, and perfume are synonymous with this nation. The continuation of the Rococo style and the rendering of the Art Deco movement have formed a gorgeous and classic French romantic style. The American nation is a large fusion of nations. The desire for a free environment has created a sense of humor and randomness in design. The short history and free humanity make American design more relaxed and optimistic. The visual color of the product is required to be simple and bright, and the color of various food packaging is fixed.
The nationality and timeliness of vision are mutually restricted and contradictory. The nationality of vision is not static, it will develop with the development of the times, and it contains both tradition and modernity. The timeliness of vision cannot be separated from nationality, because history and tradition cannot be separated. It has a continuous and powerful inertia, exerting influence through every subtle link. If vision loses nationality, it will not only make consumers of the nation lose their sense of identity, but also be eliminated in the international market because of its lack of characteristics. Vision should have both vertical and traditional inheritance and horizontal exchanges between countries and nations. In visual design, nationality emphasizes the simplicity of patterns, heavy colors, and grand words; timeliness emphasizes simple and abstract patterns, strong color contrast, texture close to nature, and a more refined overall feel.