Looking Forward To The Emotion In The Brand Design Research

The brand is the pivot that builds the enterprises and their consumers, and that can distinguishes from the same selling domain or some certain selling products through the power of product and brand. With the progress of material civilization, the complicated, hidden expectant emotion is the nucleus of the brand design, which has transcended the functionalism times in which people ignore each other. And the research direction has gradually turned into consumers’emotion domain. The current brand design requires to make use of the psychological design strategy and incorporates the expectant emotion into the brand figure, brand transmission and promotion etc. In brand design. And only in this way can get the consumers’approval to brand, bring into the emotional beggar, and finally realize the brand value.The expectant emotion is one of branches in the human emotion systems. The starting point in this paper is that how does the enterprise get along well with the expectant emotion and then how does it make use the emotion into the brand design. Based on the focus on the expectant emotion in this paper, it belongs to the interwoven disciplines, including advertising, psychology, marketing, consumer psychology and consumer behavior etc. Discipline. First, this paper introduces the research goals, the significance and methods. In chapter one, the author applies the platform of fine Internet from home and abroad and relative literature materials. On the ground of these materials, the author uses the literature study method, the interwoven study and case study to further define the character of expectant emotion and improve the concept of it. In chapter two, this paper interprets the psychological construct of expectant emotion and the language in brand design, and it discusses the relationship between the brand design and expectant emotion. In chapter three, it analyzes the expectant emotion in individual brand design, such as Umeda hospital, Matsuya Ginza, Muji,etc. And it discusses synthetically the brand making the expectant emotion perpetuate into the figure design, exhibition design and posture design these respects. In chapter four, it is the application of expectant emotion in the individual brand design and it analyzes to build a set of feasible design methodology. In such way can improve the health development of brand and finally realize the brand value. In chapter five, there are some limitations of the application of expectant emotion in brand design.At the end of this paper, the author gives a summary of the expectant emotion in brand design and a analysis of the limitation of the research. The author expects that the enterprise can regard the expectant emotion as the base of brand design, which will help the brand design with Chinese characters to have a stronger development.