The Research And Design Of Brand Symbolization On Multi Perspectives

As which makes commercial brands compete in a flat platform. Consumer's purchasing motivation and consumption desire is led by brands and symbolic meaning producers give to products, symbolization has become the most up-to-date consumption concept.Therefore, symbolization of brands gradually gains the importance as the key link in brand design strategy. Nowadays, life and design is closely linked to each other. Design can be a powerful weapon for a brand to squeeze into a market. This thesis aims to discuss how to use design to symbolize a brand.In the first part, from the perspective of historical association, social evolution and crossover design, this thesis studies the development of brand symbolization and analyzes the positive meaning which back-tracing of culture, new material, broadcasting media and cross-border cooperation bring to brand image and symbolization of visual identity.In the second part, this thesis summarizes major principles and techniques in designing to symbolize brands. Through practice, exploration,analysis and research of cases, we come to reasonable and valuable conclusions which provide views for reference in brand design and image symbolization. The representative case is people in Wei county symbolize their traditional paper cutting industry.In the last part, the paper forecasts the prospect of symbolization in brand design and reflects on problems in research. The goal is to help Chinese traditional brands and news brands who are impaired by famous international brands to improve their competitive. It can be achieved by use symbolization in design to visualize brands, perfect brands symbol, promote integration of culture between consumers from different districts and different culture.