The Visual Design And Application Research Of The Chocolate Brand "Merci" Based On Fuzzy Aesthetics

As a new theory of multidisciplinary research,Fuzzy aesthetics has been widely used in the field of design practices,which uses multiple design techniques to give the characteristics of the beauty of fuzzy to product design or visual design,and to explore new methods and forms of product and visual design with oriental wisdom thinking of "fuzzy",in order to expanding the boundaries and dimensions of design.This dissertation based on the theory of fuzzy aesthetics,which proposing a design method that produces the beauty of fuzzy and a correspond overall design structure,explores its design strategies and methods,and apply them to the visual design practice of the chocolate brand called "Merci".Injects multi-directional emotional expression into the visual design of the brand,expands the design thinking and concepts of the beauty of fuzzy and apply them in practice.The dissertation through five sections to expound the visual design and design application of ’Merci’ chocolate brand based on fuzzy aesthetics.The first part explains the purpose and significance of the subject research,analyze and study related theories and practical cases of fuzzy aesthetics in both China and abroad,and provides theoretical support and practical reference for this subject;the second part demonstrates an in-depth interpretation of fuzzy aesthetics theory,summarizing the influence of fuzzy aesthetics in graphic design and the construction of overall visual design,also summarizing the theory and design characteristics of brand visual design,analyzing related design cases,and laying the foundation for design theory;in the third part,the market research on chocolate products and brand image has been conducted,as well as analyze and summarize the current situation of chocolate brand’s visual design from the perspective of products,brands and consumers,which achieve clear design goals;in the fourth part,based on theoretical exploration and research results,combined with specific cases,establish the design strategy and method of "Merci" chocolate brand visual design based on fuzzy aesthetics;the final part carry out "Merci" chocolate brand image design practice,take fuzzy beauty as the design concept,integrate emotional expression into the brand visual design,also based on the overall design structure,divide it into basic designs such as logo elements,text elements,auxiliary graphics,and color elements.Extends the overall design to the design of materials such as posters,packaging,derivatives,etc.This dissertation uses fuzzy aesthetics theory to guide chocolate brand visual design,integrates emotional expression into products,as well as expands the boundaries of brand visual design,which gives a new exploration and practice of fuzzy aesthetics theory application.By means of the visual design of the chocolate brand "Merci",systematically summarizes the related design strategies and methods of fuzzy beauty,and proposes an innovative design form with a holistic design structure to provide new practical experience and design ideas for brand visual design.