Study On The Application Of Color Marketing In Brand Image Redesign

Based on the color study,the thesis makes a deep research on the application of color marketing theory aiming at widely applying the color marketing model to brand image redesign.Through this thesis,the author hopes to make the entrepreneurs realize that color marketing is a significant marketing tool which the entrepreneurs must value in the strategic plan of brand image,because it can establish rich emotional communication with customers and directly affect the purchase desire.To exert its color value,color marketing represents profound color culture and provides great help in brand marketing.Starting from the historical development of Sino-western color,the thesis elaborates the basic process how color shifts from art and painting to human life.Through comparing the explanation of color semantic,the thesis clearly points out the influences of color on human life,which elicits the related knowledge of color marketing theory;meanwhile,it makes a detailed illustration on the origin,concept and process of color marketing theory.What's more,by discussing the relationship between color and brand image,the thesis concludes the concrete methods of creating brand image and several main color factors that affecting brand image design.Then,after analyzing the modern customers and market environment,the author proposes the necessity and developmental trend of brand image redesign and makes a detailed elaboration of brand image redesign methods.With the color marketing theory into brand color redesign,the thesis takes the project of color redesign for Wuhan Future Year Subway Route as an example,illustrating the concrete application method of color marketing on brand image redesign.From the research and analysis above,the authors applies the color marketing theory to practical design,verifying again the practical value of the research.Based on the research content,the author makes a detailed study and elaboration on chapter four and five during the entire process.Taking many factors into consideration,such as the change of consumption environment and concept,the acceleration of marketing process,and the requirement of brand self-development,the enterprise brand image redesign is becoming a trend.The redesign consists of reposition of brand value,redesign of brand image,redesign of product packaging image and the re-communication of brand image.During the process of brand image redesign,the accurate application of color marketing model will help establish the brand features,enhance the visual image and make it convenient to transmit brand culture as well as promote brand marketing.It is often said that innovation is originated from nothing,but as far as the author concerned,innovation is a kind of embracing more rather than being what is just to be.In today's consumption with eye contact,color language plays a more dominant role than the harangue and preachment of terminal salesman and marketers.With the boost of brand rejuvenation,brand image redesign has become a priority of every established companies.It will bring consumers fresh experience by applying color marketing strategies to brand image redesign and improve the added brand value of companies.