Design And Development Of Brand Cultural And Creative Products In Colleges And Universities

As China proposes to establish a good brand and image of Chinese universities,the construction and dissemination of brand culture has become an important issue in university construction.Research on the related theories of the shaping and development of college brand image abroad is also on the rise.As a soft power in the construction of university brand culture,the cultural and creative products of the park have become an important material carrier for the inheritance and dissemination of brand culture in colleges and universities,which can carry out multi-dimensional differentiation of campus brand elements such as school running characteristics,material landscape and even spiritual culture.The display and publicity of the company have achieved the overall improvement of the brand image of the university.Therefore,the design and development of cultural and creative products with unique campus brand characteristics have been paid attention to by the university.Based on the research background and the timeline as a clue,this paper takes the different periods of the school season,graduation season and school season as the design background,and takes Nanhua University teachers,students and alumni as the research objects of design and development.Combined with the actual situation of the school,based on the brand culture theory as an entry point,study the cultural and creative product design and development plan with the brand culture characteristics of Nanhua University.Main purpose: To improve the soft power of campus culture,to actively promote and promote the brand image building of Nanhua University,and to research and summarize amore complete and systematic design strategy and method to provide reference and reference for other universities.Main methods: 1.By analyzing and analyzing the key concepts of campus cultural and creative products and university brand culture,to define the concept of university brand cultural and creative products.2.Combined with the related concepts and the special significance of brand culture perspective on the design and development of cultural and creative products in colleges and universities,discussed the new ideas for the design and development of cultural and creative products on campus,including the use of product empathy design to enhance the user's emotional cognition and the use of product symbols Sexual language enriches the design and development strategies of campus cultural and creative products.3.To sort out the cultural essence and gene extraction of the unique historical and cultural essence of the long-term accumulation of Nanhua University,and build an exclusive brand cultural element resource database.4.Obtain the emotional needs of typical households through behavior tracking,interviews and other methods and construct user experience travel maps,Kano models and other ways to find design opportunities.And combined with brand cultural resource data for product design practice,to verify the feasibility of design ideas.It is concluded that the difference between college brand cultural products and college cultural products lies in whether they deeply explore the connotation of campus culture and clarify the characteristics of the school and other colleges and universities,so as to accurately convey the brand culture to users and achieve the construction of college brand culture the goal of.