The Research Of Brand Design Methods Hased On Consumer Needs

The arrival of the new century has brought the human society great changes:the improvement of economy, science and technology progress and the abundance of human material and spiritual civilization. The21st century is an era of consumption, the purchasing power of people has improved further. Companies are using various means to conform to the trend of the times and meet the growing consumer demands. It is also an era focused on the emotion, when choosing a brand, consumers are no longer just focus on the basic function of the brand, but pay more attention to the emotion and symbolism. They expect the brand demonstrating or showing their personality, interests, life style and their attitude towards life.The shape of brand depends on products, while product innovation is dependent on design. So it can be said that the brand core value of enterprise shows out through the design of the product. From consumers’ emotional perspective, this paper discusses how to shape the competitive brand products and related design methods are proposed. The first chapter is on the topic background and the research content and method. In the second chapter, I discusses the relevant theories about consumer demand, involving the consumer psychology and behavior; The third chapter discusses the related theory of brand and products, expounds the relation between the brand, product and design and how to shape the competitive products; The fourth chapter proposes the brand design methods based on consumer demands, including the emotional design, differentiation and future trends, and with the relevant case analysis;In the last chapter of the paper, I will give summary and prospect.