Research On Empathic Design Of "Time-Honored Brand" Image

"Time-honored brand" is the essence of Chinese traditional culture and contain rich emotional memories.Today’s world has entered the era of brand culture.The promotion of brand image is an important measure for the "Time-honored brand" to accelerate its own upgrading and transformation,and it is also a manifestation of the country’s comprehensive strength.Empathic design relies on emotions and attaches to consumers,which requires thinking and solving problems from the perspective of users.Integrate empathic design into the development of the "Time-honored" brand,fully excavate the national spirit behind the "Time-honored brand",provide a theoretical basis for the innovation of the "Time-honored brand",and lead the trend of the country with higher quality in the homogeneous market competition.Provide consumers with a more pleasant spiritual and material experience and promote the upgrading and transformation of "Made in China".The thesis first starts with the concept of brand image and empathic design,analyzes the characteristics of the " Time-honored brand" image,expounds that the goal of empathic design is to realize the emotional connection between the brand and consumers,and clarifies the brand image and shift of the “time-honored brand”.Secondly,analyze the empathic design characteristics of the“Time-honored brand” image,and explore the emotional factors of nostalgia,imagination,and identification of the “Time-honored brand”.Thirdly,by studying the typical cases of the current "Time-honored brand" image,the empathic innovation of the "time-honored brand" must be based on the three design principles of youthful vitality,cultural transformation,and emotional connection.Finally,based on the empathic theory,four application strategies for emotional resonance,synesthesia,immersive experience,and cultural innovation are proposed for the brand image of the "Time-honored brand",so that the "Time-honored brand" can be continuously upgraded during innovation and development and form a brand image that gathers people’s hearts.The thesis hopes to adopt an empathic design way of thinking,combined with the digital development in the post-epidemic era,to realize the sublimation of the brand image of the "time-honored" brand from practical to theoretical levels,and provide a reference for subsequent innovation and development.