| With the development of the times and the improvement of cultural level,consumers gradually turned from the initial demand for the material function of brand products to the need for psychological emotion and cultural connotation.As an important way to promote culture,patterned branding or model brand will not be able to comply with the needs of the times.Thus,while integrating design strategies and methods into brand image design,it becomes especially important to expand brand emotions and cultural ties,provide new ideological guidance for brand image design,keep up with the times in a timely manner,and practice brand image design with theoretical support based on traditional cultural concepts.The White Horse Temple in Luoyang is the first government-run temple after Buddhism was introduced into China,and it enjoys the social attribute of being the source of Chinese Buddhist culture,but its brand is relatively missing at present.Since its introduction into China from India,Buddhist culture has been intermingled.With Chinese culture and created unique influence,forming unique Chinese Buddhist aesthetic ideology,which is an inseparable part of traditional Chinese culture.Based on the theory of Chinese Buddhist aesthetics,the brand development has practical application significance.The brand image design of White Horse Temple was not only a novel attempt to apply theory of Chinese Buddhist aesthetics to practice,but also connotation construction and expression form of the brand image design.The thesis is mainly divided into three parts.The first part has carried on the theoretical analysis of the history of Chinese Buddhism aesthetics,basic thoughts,aesthetic laws,the main concepts in the brand image design,emotional design communication,"Freud" subconscious emotional needs and so on.The above research contents provide a theoretical basis for "White Horse souvenir" brand development practice.In the second part,the historical background of White Horse Temple is researched,and the existing Buddhist culture brand case is analyzed.Based on it,we propose the possibility of building the brand of "White Horse souvenir",highlighting the brand personality from the historical and cultural specificity,connecting with the user groups,developing the brand structure procedure,and exploring the brand development path of "White Horse souvenir".In the third part,we combined theory and practice to complete the brand image design practice of "White Horse souvenir" through information sorting,element extraction,layout design,packaging application,product selection,etc.This thesis takes Chinese Buddhist aesthetics as the theoretical entry point,analyzes the relationship between Chinese Buddhist aesthetics and brand image design,integrates it into brand image design as a basic methodological theory,Moreover,the concept of the brand "White Horse souvenir" was proposed based on the goal of emotional brand image to develop a concrete and feasible practical brand image design of Luoyang White Horse Temple and present an enrichment of theory and practice for the brand image design,which can contribute to the promotion of the traditional culture of White Horse Temple tourist attraction in Luoyang. |
