我国房地产业竞争已从最初的价格竞争、质量竞争和规模竞争跃升到今天的品牌竞争阶段。准确的品牌定位需要良好的视觉形象承载,实现信息的有效传达。房地产商品的特殊本质,决定了其视觉形象中的版式风格有着自身的独特之处。本文分析了地产视觉形象中的常见主流版式风格及表现手法。 China’s real estate industry competition has jumped from the initial price competition, quality competition and scale competition to today’s brand competition stage. Accurate brand positioning requires a good visual image bearing, to achieve effective communication of information. The special nature of real estate commodities determines the layout style of its visual image has its own unique characteristics. This article analyzes the common mainstream style and expression of real estate visual image.