International Communication Strategies of Hangzhou’s City Image under the Visual Communication Perspective

With the upgrading and optimization of visual communication, major cities are actively and urgently promoting themselves and optimizing international communication. In order to better understand the current situation of Hangzhou in the visual communication perspective and optimize the international communication strategy for better communication, I choose this topic to carry out investigation and analysis. This paper aims to explore the visual communication strategy of Hangzhou city image in international communication. In this study, literature analysis is used to discuss and analyze the status quo and characteristics of international communication of Hangzhou city image, and put forward corresponding international communication optimization strategies. Based on the research results, it is found that in the process of urban image communication of Hangzhou, there are problems such as “more traditional content topics”, “ignoring the time difference of international hot spots”, “the main body of reporting content is simple, ignoring the diversity of urban landscape”, and a series of visual communication strategies are proposed, aiming at improving the international image recognition and reputation of Hangzhou through visual communication means. Attract more international tourists and investors, and promote the economic and social development of the city.