Research And Practice Of Personification Design Of FMCG Brand Image In Internet Era

In recent years,fast moving consumer goods(FMCG)devlop rapidly with huge sales scale,high profit,update speed and a great variety.Today,the rapid emergence and falling of FMCG brands can be seen everywhere.With the increasingly fierce market competition,the sales channels,promotion and publicity have undergone enormous changes in the Internet era of FMCG.New technology accelerates the upgrading of FMCG industry,which makes the traditional FMCG brand difficult to survive in this wave.In the Internet age,consumers have a simpler way to access and release information,their consumer demands are also advancing with the times.They need the products that in line with their own personality and hobbies.The building of FMCG Brand needs a unique development ideas to meet consumer trends.Based on the background and research status of the above-mentioned,first of all,starting from the emotional design theory,we study the basic connotation of emotional design and its three levels,and apply the three levels of ideas to the construction of FMCG Brand image,so as to improve the grade of fmcg.Secondly,through the analysis,it can be concluded that in the emotional design,the personification design can describe the human emotion more,and pay close attention to the human's demand.And the concept of humanized design is sorted and interpreted,and some methods and principles of anthropomorphic design are obtained.Analyzes the path of their growth to explore how to apply the anthropomorphic design system to the FMCG brand through universal design principles and methods.It is expected that consumers will be able to obtain personalized products and services,increase consumption sticky,and expand the brand's influence.Based on the theories of consumer psychology,design psychology,design semiotics,brand design and marketing,this paper analyzes the brand building and anthropomorphic design of FMCG,obtains the steps and methods of anthropomorphic design,finds guidance strategies and ideas for the construction of anthropomorphic brand from the impact of brand building,communication,interaction and other factors.And finally,it applies to the actual case of entrepreneurship by using the theory that is found from the study to guide the entrepreneurial projects in the design needs of anthropomorphic.It analyzes the characteristics of the products in the entrepreneurial projects,refines the personality characteristics of the brand,and combines with the anthropomorphic to design cartoon image "Contacting Doll" that in line with their own brand and apply to the market practice.