| According to the 2014-2019 China Beverage and Cold Drink Service Industry Market Analysis and Development Strategy Research Report issued by CNII,by 2010,production'volume of China beverage industry reached a new high.According to conservative estimate in the 12th Five-year Plan Suggestions on Beverage Industry issued by China Beverage Industry Association(CBIA),the total production will increase to a new peak in next five years.China beverage market has become one of food markets developing the most quickly in China which will definitely see a stronger sales peak relying on ever-increasing national income and living standard.It does not only reflect the high-speed development of Chinese economy but also provides an excellent change for the recovery of local beverage brands.Against the background,it is an non-negligible topic to discuss how Chinese beverage brands cater for audiences' demand and go to international market.In the era when people pursue and extend personality,consumers' demand for brands gradually changes from functional satisfaction to emotional satisfaction and individual value implementation.Compared with cold and mechanical rational appeals,consumers prefer affective emotional appeals.People seek for comfort from deep heart and emphasize lyrical nature and poetry emotion penetrated in brands,requiring brands to be designed integrated with emotional factors so as to meet consumers'mental,aesthetic and emotional demands.Emotional design is not only one of approaches to enrich relation between brands and audiences but also an inevitable choice and development trend in this age.In recent years,with the continuous warming of emotional design,many enterprises treat emotional factor as a panacea for their brands.They infuse emotional factors into brand design so as to forge a more characteristic brand system,aiming to expand brand promotion and solidify brand effects.The topic aims at extracting concise visual signs by destructing and reconstructing rich emotional factors and applying these visual signs into brand image design of beverage.As a result,beverage brand image more meets the aesthetic tendency of the public and the emotional design of brand is supplemented and innovated.The thesis focus on exploration and innovation of design practice which can be divided into five parts.Chapter I includes research purpose,significance,background and method and key problems to be solved.In Chapter ?,concept and expression form of emotional graphic language are concluded.In Chapter ?,the author analyzes the market situation of beverages followed by dissecting the current status of beverage market and audiences'demand based on actual investigation,with the purpose to more accurately guide design.Chapter IV is the investigation and location of POPO bubble beverage which provides evidences for later design.Chapter V is the practice part.The author extracts emotional graphic language and applies it into the brand image design of "POPO bubble" beverage as well as makes a final conclusion.Innovative point of the thesis is that it conveys emotional factors in the form of visual signs and applies them into brand image design.Also,sensible factors defective in modern design are blended into aesthetic tastes of modern people,co-melting material and spirit and making design function and culture complementing with each other.That is not only an innovation of visual image design of beverage brand but also a promotion of emotional design. |
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