Research And Application Of Emotional Design Concept In IP Image Design Of Time Honored Brand

Nowadays,society has entered the era of emotional consumption,and people’s pursuit of material goods has gradually transformed into emotional consumption needs.The trend of emotional consumption has always been an important driving force for brand development and change.China Time-honored Brand is the crystallization of China’s traditional commercial civilization,with rich history and brand details.Under the competition between international and emerging brands,the development path of many time-honored brands has become increasingly difficult,and even faces the fate of being eliminated.One of the main reasons for this phenomenon is that most of their visual images do not match modern aesthetic standards,leaving consumers with an outdated and conservative impression.Therefore,in the development trend of emotional consumption,time-honored brands urgently need to transform and seek a new path to reshape their brand image.Under the guidance of emotional design,combining it with the rapidly developing IP image for design is a practical and feasible way to promote the transformation and upgrading of time-honored brands.At the same time,it can also enhance the emotional connection between time-honored brands and modern consumers.This article starts with a discussion of the current status of the IP image of time-honored brands,and combines it with the inevitable trend of emotional design.This study conducts targeted emotional design analysis of the brand image of time-honored brands,in order to provide new design ideas and theoretical support,and promote the reshaping of the brand image of time-honored brands.Therefore,this project will conduct the following research:Firstly,this article provides an overview of the research background and current research status of the topic,and organizes the relevant theories of emotional design,explaining the current status and characteristics of emotional design.Secondly,through the analysis of the development process and living conditions of China Time-honored Brand,it reveals their predicament in the industry;Based on the theory of emotional design,this thesis analyzes the current situation of the IP image design of time-honored brands,summarizes the problems in the development process of IP image,and elaborates on the significance of emotional design for the IP image design of time-honored brands.Finally,in response to the three levels of emotional design,this study proposes different emotional design solutions based on the instinctive level for the emotional expression of brand symbols and the visual expression of stories;At the behavioral level,it is recommended that brand IP engage in cross-border joint development,engage in multi sensory emotional experiences,and use new media platforms for emotional interaction and communication.At the reflective level,further deepen cultural emotions.This study will provide theoretical support for the reconstruction and design of the "time-honored" brand IP.On this basis,in design practice,use the "emotional" design strategy to guide design practice and explore its feasibility.