Research On The "Time-honored Brand" Visual Image Redesign Based On The Empathy Theory

With the progress of today's social ideology,emotional consumption gradually replaces material enjoyment to meet the emotional needs.Satisfying the emotional needs of consumers is an important way for a brand to gain recognition of cultural value,and also the key to establish emotional connection between the brand and consumers.Under the development trend of emotional consumption,the upgrading of brand image starts taking consumers' emotional experience as the starting point of innovation.At the same time,consumers' strong emotional demands are also constantly urging the development and transformation of the brand.As the crystallization of the commercial civilization of the Chinese nation,"time-honored brand" carries the traditional Chinese culture and has a unique brand culture.However,under the competition impact of brands in the new era,the development of "time-honored brands" is difficult,the original brand visual image is gradually eliminated,and their innovation is mostly not in line with modern aesthetics.The proposal of empathic design is of great significance to help "time-honored brands" develop multi-dimensional and emotional visual design elements and strengthen the emotional connection between brands and consumers.Empathic design takes consumers as the center and stimulates the imagination of consumers through the expression of visual language,thus generating consumers' brand association.This paper starting from the overview of empathy theory and combining with the inevitable trend of transference design in the new era,and makes a targeted analysis and research on empathic design of "time-honored brand" visual image.This paper tries to think about the performance of the visual image of"time-honored brands" brand from the perspective of empathy,tries to combine the western empathy theory with the reconstruction of the brand visual image of"time-honored brands”.First of all,this paper takes empathy as the theoretical basis of innovative design,summarizes the psychological mechanism and visual manifestation of its operation,and expounds the spiritual value and problems in the development of the visual image of the "time-honored brand".Then the paper analyzes the design principles,characteristics and performance of empathy theory in the redesign of the brand visual image of "time-honored brand".Finally,through the design practice,the paper summarizes the feasibility of empathy design in the visual image of"time-honored brand".