Research On The Visual Reconstruction Design Of Time-honored Brand Based On Nostalgic Emotions

As a unique commercial resource in China,time-honored brands contain rich historical and cultural connotations.However,with the passage of the times,the development status of time-honored brands is not optimistic,its backward business mode and outdated visual image do not meet the purchasing habits and aesthetic needs of contemporary consumers,and brand upgrading is urgent.However,the rise of nostalgia provides important ideas for the recovery and redesign of long-established brands,which can re-stimulate the nostalgia contained in consumers and transform them into an important force to support the development of old brands.How to effectively release nostalgia and stimulate consumers’ willingness to purchase has become a practical issue that needs to be considered at this stage.As a topic explorer,we have the responsibility to find a way for the innovation of long-established visual identity,help brands establish a more lasting emotional connection with their audience,and maintain their advantage in the fierce market competition.This article is discussed in six parts,hoping to effectively combine nostalgia with the visual reconstruction of time-honored brands to successfully promote brand rejuvenation.In the first part,the author discusses the actual background,research purpose and significance of this research topic,summarizes and analyzes the previous research based on the current situation at home and abroad,and puts forward the necessity of this research topic.Then,the research content and research methods are briefly summarized,and the innovation points and technical routes of the research on this topic are explained.The second part starts from the theoretical foundation,clarifies the core concepts and related theories,analyzes the triggers of nostalgia and explores its unique advantages in the visual reconstruction of time-honored brands.Then,the three levels of emotional design are interpreted separately from the theoretical level,and it corresponds to the key points of the visual design of time-honored brands one by one,so as to pave the way for the subsequent research of the topic.The third part starts from the instinctive layer,behavior layer and reflection layer of emotional design,and focuses on the current time-honored brands with good development at home and abroad,and explores the common logic of nostalgic emotions used in them.Summarize relevant experience and prepare for the subsequent design strategy.The fourth part is based on the analysis and summary of the previous article,and puts forward specific strategies for nostalgic emotion to guide design practice.In addition,the author also uses cases related to time-honored brands to demonstrate and explain and strengthen persuasion.The fifth part is the design practice of "Qianshengyuan" brand visual reconstruction,and after a series of preliminary preparations such as brand field research and questionnaire survey,the final presentation is carried out from the instinctive layer,behavior layer and reflection layer,which echoes the previous research theory and design strategy.The sixth part is the research summary and follow-up prospect,which mainly summarizes the conclusions of the research on this topic and puts forward reasonable assumptions for the subsequent in-depth research.Based on nostalgia,this paper analyzes the development of time-honored brands,puts forward specific practical strategies and presents them in application.It not only finds a more reasonable visual reconstruction direction for time-honored brands,but also satisfies the emotional demands of the new generation of consumers and enhances the brand loyalty of audiences to time-honored brands.