Research On Brand Image Design Based On Emotional Concept

This paper takes Yuexi Depression Science Museum as the research object,and integrates the emotional concept into the brand image design research.Based on the research status at home and abroad and brand design cases of the science museum,I analyze and sort out the role,methods and means of the emotional concept in the brand image design,refine the design strategies and design principles applicable to the brand image of science museum,and finally apply it to the design practice of Yuexi Depression Science Museum.It will provide effective procedures and methods for brand image design,guide and promote more possibilities for the development of brand image design.The related research on the emotional concept is initially applied in the field of product design.Recently,due to changes in the thinking mode,aesthetic needs and knowledge acquisition methods of users in the process of consumption,the design field has paid more and more attention to the people-oriented emotional design principle.Then,brand image design based on the emotional concept has emerged along the way,and has become an inevitable trend and a new subject of contemporary brand image development.Meanwhile,the brand image is conducive to highlighting the display content and conveying the cultural connotation of the science museum,and it has also become one of the essential elements of the science museum.However,throughout the development and construction of science museums today,most of them focus on the dissemination of scientific knowledge,and less deliberately create a pavilion atmosphere,resulting in similar visual effects of the pavilion,unable to meet the aesthetic needs of users and bring users a unique brand sense.Therefore,this paper uses SWOT analysis,information research and interdisciplinary research from the perspectives of Branding,Design and Sentiment,combined with the background of social hot issues where the prevalence of depression is increasing year by year.Meanwhile,this paper also strives to explore brand image design ideas based on the emotional concept with reference value.On this basis,by summarizing and sorting out the brand image design cases of the science museum at home and abroad,carefully analyzing their development rules,deeply interpreting the effectiveness of the emotional concept,I summarize current common problems in the brand image design of domestic science museums.For example,the brand image is concentrated on the display of logo design,the design of application systems is less,and the complete brand image system is lacking,etc.In response to the problems found and fully considering the particularity of the depression science museum,three design strategies and four design principles for Yuexi Depression Science Museum are proposed.Based on this,I design the basic system and application system for the brand image of Yuexi Depression Science Museum,and create a set of science museum brand image design system with temperature and personality to meet the emotional needs of users and provide quality brand experience for them.This will then improve the public’s awareness of mental health knowledge,and effectively increase the medical treatment rate and cure rate of depression.The innovations of this paper are reflected in the following two aspects.Firstly,this paper promotes knowledge about depression through exploring the design media,and further reveals the benign response of design media in the dissemination of social concept,and urges design works to undertake the social function of disseminating professional knowledge and eliminating misconception.Secondly,this paper promotes the integrated development of the emotional concept and the brand image design research,gives full play to the guiding role of the emotional concept,guides the brand to improve the quality of service,and provides broader design perspectives and ideas for future brand image design research.