品牌形象视觉设计的目的是品牌经营者向目标受众传递特定的品牌核心价值诉求，其功能是通过具象的视觉设计来表达抽象的品牌价值理念。如何使我们的视觉形象设计准确表达品牌信息是本次研究的要点。目前，由于品牌形象的编码者与解码者之间缺少必要的认知共识，双方只是依据各自的知识经验进行编码、解码与判断，这样难免将对信息的理解容易产生错位与差异，况且审美的判断亦是见仁见智无法有统一的标准，因此无法实现高效沟通。品牌形象视觉设计不同于艺术创作，艺术创作寻求小众人群精神的共鸣，而品牌形象设计则是寻求广大目标消费者对品牌核心价值的一致认知性和认同感，从而实现品牌传播的预期。可见，研究人类视知觉与心理效应的原理，寻找一种视觉认知共识的理论与方法对于助力品牌形象视觉设计就显得尤为必要。认知负荷原理是一种研究人类短期记忆限制与长期记忆提取的理论，它能归纳出人们认知经验中的共通性与差异性。本研究运用认知负荷原理，通过对认知共通性的激活解决品牌形象视觉表达中信息传递效率的问题。着重探讨了认知负荷为品牌视觉形象带来的优势有哪些？可以如何营造？认知负荷为品牌视觉形象带来的限制有哪些？以及在什么样的应用环境下需要增加或降低认知负荷？本文通过认知心理学实验的方法，运用计算机编程，采用短期位置记忆实验、图形比例判断实验与点探测范式实验，收集了被试操作中的判断时间数据与点击位置数据。证明了认知负荷是可以进行科学测量的，并得出：1.画面中心的认知负荷最低同时记忆准确率最低；2.图像集中度低时图形形状对认知的影响较小，分散的图形占画面45%与60%时认知负荷最低但同时判断准确率最低；3.红色认知负荷最高紫色最低。可以看出低认知负荷能带来更快的视觉搜寻速度但记忆准确率低，高认知负荷会带来更慢的视觉搜索速度，但观察时间更久判断准确率更高。同时色彩对人的影响各不相同，红色能引起认知脱离困难，而人们对于不同比例的绿色图形，判断时间波动性相对最小。 在商业环境、艺术环境、文化环境与逻辑环境的影响下，品牌形象视觉设计中较低的认知负荷可以提升视觉认知速度与反应速度，但会限制判断准确率与回忆准确率，可以通过视觉呈现顺序的布局、模块化的拆分、信息的图像化表达等方式进行营造。品牌形象视觉设计中较高的认知负荷可以提升判断准确率与记忆准确率，但会限制认知反应速度与记忆速度，可以通过对信息整合、建立功能的实用性、渐进式的品牌迭代等方式营造。

The purpose of brand image visual design is to convey specific brand core value demands to target audiences by brand operators, and its function is to express abstract brand value concepts through concrete visual design. How to make our visual image design accurately express the brand message is the main point of this research. At present, due to the lack of necessary cognitive consensus between the encoder and the decoder of the brand image, the two parties only encode, decode and judge based on their own knowledge and experience, which will inevitably lead to misalignment and differences in the understanding of the information. Judgment is also a matter of opinion and there is no unified standard, so efficient communication cannot be achieved. The visual design of brand image is different from artistic creation. Art creation seeks the resonance of the spirit of niche groups, while brand image design seeks the consistent cognition and recognition of the core value of the brand by the target consumers, so as to realize the expectations of brand communication. It can be seen that it is particularly necessary to study the principles of human visual perception and psychological effects, and to find a theory and method of visual cognitive consensus to help the visual design of brand image.The cognitive load principle is a theory that studies the processing task mechanism in human short-term memory and long-term memory. It can summarize the commonalities and differences in people's cognitive experience. This study uses the principle of cognitive load to explore and solve the problem of information transmission efficiency in the visual expression of brand image through the activation of cognitive commonality. What are the advantages that cognitive load brings to brand visual image? How can it be created? What are the limitations of cognitive load on a brand's visual image? And in what application context does cognitive load need to be increased or decreased?Through the method of cognitive psychology experiment, using computer programming, short-term position memory experiment, figure ratio judgment experiment and point detection paradigm experiment, this paper collected the judgment time data and click position data in the operation of the subjects. It is proved that cognitive load can be measured scientifically, and it is concluded that: 1. The cognitive load in the center of the picture is the lowest and the memory accuracy rate is the lowest; 2. When the image concentration is low, the shape of the image has less influence on cognition and is scattered. When the graphics account for 45% and 60% of the screen, the cognitive load is the lowest, but the judgment accuracy is the lowest; 3. The red cognitive load is the highest and the purple is the lowest. It can be seen that low cognitive load can lead to faster visual search speed but lower memory accuracy, and high cognitive load can lead to slower visual search speed, but longer observation time has higher judgment accuracy. At the same time, the effects of color on people are different. Red can cause cognitive disengagement difficulties, while people judge the time fluctuation of different proportions of green graphics is relatively minimal.Under the influence of business environment, artistic environment, cultural environment and logical environment, the lower cognitive load in the visual design of brand image can improve the speed of visual cognition and reaction, but it will limit the accuracy of judgment and recall. The layout of the visual presentation sequence, the modular splitting, and the graphic expression of information are created. The higher cognitive load in the visual design of the brand image can improve the accuracy of judgment and memory, but it will limit the speed of cognitive response and memory. It can be achieved through the integration of information, the practicability of building functions, and the gradual brand iteration. way to create.