Hunan Provincial Museum Creative Brand Image Design From The Perspective Of Sustainability

In today’s society,museums have become the departments of diversified public services and education,which not only carry the mission of cultural promotion,but also become a part of people’s cultural life.Museum culture creative products as proclaimed one of the means of museum culture,not just by the branding strategy guidance,the museum culture creative product,the value and symbolic three together,also want to put the idea of sustainable injection brand,in turn,make consumers to experience the museum cultural value,make consumers understand the different culture museum.Dilys Williams has argued: "In the past,sustainability was seen as a supply chain issue;Now it’s a design opportunity." However,most of the cultural and creative museums have problems such as serious homogeneity,lack of overall and systematic design and lag of brand promotion.The reason is largely due to the lack of accurate positioning of themselves,that is,the lack of brand image design.While the establishment of museums is in the ascendance,it is very necessary to further explore the sustainable design of museum cultural and creative brands and guide the brand practice of museum cultural and creative brands.In this paper,through literature research,investigation,design conception and example verification method,the sustainable design project of the brand image of Wenchuang in Hunan Museum is carried out.Through the analysis of the principles and dimensions of the brand image design of the museum Wenchuang,the brand image of the museum Wenchuang is designed by consumers.By consulting the concepts and theories of sustainable design,cultural and creative products,brand image design and so on,the literature research explains the present situation of brand shaping and development of museum Wenchuang from the perspective of sustainability,and emphasizes the importance and urgency of brand image design facing the problem of "sustainability" in the context of globalization.The scope of investigation and research is mainly composed of two parts: cognition,association,interest,behavior analysis and current brand problems analysis of museum Wenchuang brand consumers,and collates and analyzes the relevant data and information,and summarizes the brand image characteristics of museum Wenchuang favorite by the target audience.These characteristics have laid a foundation for the design conception and design practice of the brand image of Wenchuang in Hunan Museum.Based on the unique culture and style formed by hunan provincial museum creative brand,this design project combines these unique characteristics with sustainable design,with the physiological and psychological characteristics of the young audience as the entry point,through the target user group research and characteristic analysis,to understand the consumer’s concern and love point of view of the museum creative brand;The three dimensions of economic sustainability extract the design elements and establish the design purpose,design concept and design principles of the cultural brand image of Hunan Museum,and finally,from the perspective of sustainable design theory,the sustainable design method of hunan museum creative brand image aimed at young people is obtained,hoping to provide innovative ideas and design methods for the design of museum creative brand image in the future market.