Research On Restaurant Brand Image Design Based On Nostalgic Emotion

New-age youth have diversified consumer needs,of which "nostalgia" is an important representative.The strong emotions and purchasing tendencies inspired by consumers for nostalgic products have ushered in an opportunity for the development of restaurant brands.The intervention of nostalgic emotion may become a powerful means to enhance the development of restaurant brands,but the current research on nostalgic emotion is mainly in the fields of brand upgrading and marketing of old brands,so how to use nostalgic elements to stimulate consumers’ nostalgic emotion and transform it into consumption behavior to enhance brand loyalty is a topic worth exploring.This topic uses interdisciplinary theoretical research to combine nostalgic emotions with restaurant brand design.Firstly,from the etymological development of the word nostalgia,we analyze its division latitude,evocation path and function,and explore the possibility of its application in restaurant brand design.Secondly,we define the concepts related to restaurant branding and summarize the expressions of nostalgic emotions applied in restaurant brand design,which are mainly divided into three forms: symbolic nostalgia represented by graphic design,which achieves nostalgic visual effects through colors,fonts,panels and textures;theme restaurants with scene nostalgia as the core,which creates a nostalgic environment through scene restoration of public memory;old restaurant brands with brand narrative as the main The narrative nostalgia of the old restaurant brand,through the narrative brand story to achieve the nostalgic effect.Based on this,the author proposes four innovative design methods: excavating brand culture and awakening nostalgic emotions in multiple dimensions;nostalgic packaging design,nostalgia and innovation at the same time;cross-border expansion to enrich the brand concept;and creating brand IP to enrich multiple consumption experiences.This topic is a case study of the MALUBIANBIAN restaurant brand,while also a reflection on the development of current restaurant brands.This paper provides some reference significance for the research on how restaurant brands can use nostalgic emotion to intervene in brand design,evoke consumers’ desire to consume,enhance brand emotional experience and then promote design innovation.