Research Of The Brand Design Based On The Emotional Dimension

The material life has increasingly got rich and the products have been more homogeneous by degrees with the development of the Times. People’s demands have been shifting from the focus on material to the spirit gradually. People enjoy the interests of the product and service function, Meanwhile they pay more attention to the emotional satisfaction. The human society has step into the Emotional Economy Era.Design management is a new subject which is a multidisciplinary blend of industrial design, corporate image design,enterprise management and brand strategy. Brand design management is one of the important branches of design management, and it is combined with brand strategy, to support the brand value to create a set of design management, it plays an important role in shaping the image of brand differentiation. Brand research is the basis of brand design management, this paper is mainly aimed at the basis theoretical research of the brand emotional design and verified through the design practice.Brand represents the soul, which is an emotional communication bridge between consumers and businesses. People are in favour of a brand, not only because of its excellent function, but also it can convey a unique emotional experience. Emotion has become the most important factor to build the brand core competitive ability of a brand. "Moving people by emotion" is one of the most important directions and strategies of modern brand design. Brand design based on the emotional dimension is to use design management to create a new brand image, which can not only improve the brand premium, but also make it easier to satisfy people’s emotion, extent their minds, and improve the material and spiritual civilization of the society as a whole.Emotion is a kind of psychological phenomenon which is invisible and scratching. The brand also has a strong fuzziness, no matter from the viewpoint of the users’ or enterprises’, it is difficult to describe the brand’s emotional design quantitatively. Therefore, this article on the basis of basic theory, with studying and analysing a large number of cases of different categories, is to get the qualitative summary the brands’emotional design, and then to reach the following conclusion:Emotional design is an important method and means of brand design, the successful brand must be able to convey positive emotions. Designers should be able to dedicate all touch points in the user experience of supply chain, and establish a harmonious、 personality clear、relatively stable exclusive emotion, so that users can achieve social sense of belonging, and get personalized, and differentiated emotional experience.Finally, this paper will carried out the brand design based on emotion, such as a famous liquor brand "GUOJING" in Shandong province. On the basis of the users’requirements and the research of the existing design situation, we trend to find the shortages of its emotional design. Afterwards, seizing the core emotion to carry out the design with emphasis on the three contact points which are the bottle design, package design, and store identity design image, and verify the ideas and methods summarized in the paper, which also provides references for future design.