Research On Brand Creative Design Based On Narrative

With the development of social economy,technology,culture and other aspects,people pay more attention to psychological and emotional experiences in the process of choosing brands and purchasing products.Brands that include products and services in a broad sense are the link between enterprises and consumers.By building and transmitting brand knowledge,companies gradually build brand awareness,impressions and associations in consumers’ minds.In the context of experiencing the economy,in order to facilitate consumers to identify,compare and purchase among many brands,the brand’s personalized and differentiated strategy has become a necessary means for enterprise competition and development.In the field of marketing,narrative is an effective means to shape a brand.The core concept and value of a brand,the function or characteristics of a product can be subtly developed into a content marketing with individuality and profound meaning through storytelling,and enhance the added value of the brand.Affect and guide users’ consumption behavior.As one of the ways to establish good communication between brands and consumers,narrative emphasizes the planning and construction of brands for specific markets,users,needs and experiences,as well as the integration of ideas,design and promotion of brands.At home and abroad,we have accumulated a large number of theoretical research and business practices in different dimensions or perspectives around brand building,brand creativity and design promotion.This paper hopes to explore the basic theoretical research of narrative and explore the relationship between narrative and brand creative design.Relationship,and based on the existing brand creative design case study,analyze and sort out the role,method or means of narrative in brand creative design.Atthe same time,combined with personal design practice exploration,explore narrative as a method or path to guide and stimulate brand Creative design has more possibilities.The full text includes five chapters:The first chapter introduces and summarizes the research origin and development of this paper from the aspects of research background,research purpose and significance,current situation at home and abroad,research methods and innovation points.The second chapter briefly expounds the basic theories of narrative and some major concepts in narrative expansion to design,expounds the new changes in brand and brand creative design under the influence of new media technology and design thinking,as well as narrative and brand creative design.The relationship and the value of narrative in brand design.The third chapter combines case analysis and literature research to explore the narrative methods in brand creative design.Focusing on the narrative dimension of brand creativity,the narrative techniques of creative design,the analysis of the subjective and objective relationship of narrative in brand creative design,and further explore how to effectively stimulate the ideas and design narrative of brand creativity.The fourth chapter focuses on the design practice of a specific brand for a specific market,users,behaviors and needs to try to build a narrative-based brand creative design framework,expounding the specific path and design practice exploration of brand creativity and design under this framework.The fifth chapter summarizes the research and practice of this paper,analyzes the shortcomings in theory and practice,and forecasts the future development of brand creative design.