Application Research On The Emotional Expression Of Illustration In Brand Visual Design

As the rapid development of modern society and the continuous improvement of people’s material life,the significance of emotional experience and care have increased.More and more people pursue emotional identification and satisfaction after satisfying basic practical needs.Emotional needs are more and more valued in brand design.To some extent,brand design has changed from the pursuit of product characteristics to the era of meeting emotional appealing of brands.The design began to think about the relationship between the brand and people,and later the concept of "people-oriented" was proposed to encourage design focus on the care and emotional needs for human nature,and shorten the distance between the brand and people.As a form of visual expression,illustration has a variety of expression techniques and styles.Illustration has formed a unique visual language with its strong visual power.The combination of illustration and emotional design can bring more visual and emotional connotation to the brand and meet the needs of consumers for the brand.The visual image with varied style and traits from illustration can stimulate consumers’ deep memory and guide emotional interaction with the brand.Combining the performance of illustration with the theoretical basis of emotional design,this paper conducted studies in the field of brand design.Taking the brand "Zheng Xinji" of Yichang as a brand case,the brand positioning and design strategy are summarized through investigation,sorting,analysis and induction.Based on the characteristics of regional emotional memory,the overall design of visual image is carried out in the form of illustration,and the brand vision in line with the characteristics of products is established,so that from "Zheng Xinji" becomes the carrier of brand emotional memory and a brand image that meets the emotional needs of consumers is create to achieve the goal of building the brand "Zheng Xinji".