Exploration On The Role Of Interaction Design In Brand Construction

In the 21st century, with the fast development step of market economy, and constantly segmentation of the market, in the face of brand diversification and individuation, more and more traditional enterprises begin to consider "Experience, Interactive, Service" as the core of brand building up. Since brand competition is the core of market competition, only those whose brand is stronger have an advantage over others in market competition. The importance of brand for the enterprises has become an indisputable fact; business owners have realized brand is not only the lifeline of the enterprise, and but also one of the basic conditions for the existence of the enterprise. When numerous similar products are in market for customers to choose from, the influence of brand can be seen obviously. As an enterprise, how to set up a powerful brand and promote its popularity and reputation through the brand construction is particularly important.Having broadened the traditional design category and obtained great success, "Interaction design" trend will make brand construction consider fresh design theory to deepen and supplement itself. "Interaction design" is a kind reflection of the additional value of brand, and this additional value can be seen with a variety of forms, which can be dematerialized service, and also can be the tangible material carrier. In the new era background, the relationship between brand and brand, between brand and people, and between brand and society has become more and more closely. Interactive design probes into brand construction innovation by breakthrough the traditional enterprise image design, breaks two-dimensional space promotion form, optimizing the interaction between man and brand, promotes cross integration of brand design and related disciplines, and further widen the brand construction and interactive design theory research. In the future, interaction design will serve as a kind of innovative design approach in the brand construction, sum up new thinking and creation method for the brand design practice to broaden the designer’s thinking space, enrich design expression language, and provide users a better brand experience platform.This paper mainly analyzes the interactive design of the brand image, the interactive display of brand promotion, as well as the interactive experience of brand and launch terminal of brand product. It puts forward the influence of innovative fusion and user participation experience have on brand development, and demonstrates that under the background of competition intensifying, science and technology developing, interaction design focus on man’s experience, perception, psychology, and emotions, so that brand construction can be more scientific and perfect. And through the study of domestic and foreign latest successful cases, the paper also probes into the application method of interaction design in the brand construction.