The Research On Dimension Upgrading Design Strategy Of National Tide Cultural And Creative Brand Based On Emotion Design

With the rapid rise of National Tide,more and more brands begin to focus on the emotional needs of consumers for traditional culture.In the context of the rapid development of the market,although the brand has effectively reshaped its visual image by using the National Tide,it is also facing the adjustment and upgrading of market segments and the reorganization and deployment of brand strategy.As the executive level of brand strategy,the visual image design of brand plays an essential role in brand shaping and upgrading.Excellent visual image design is one of the important means for National Tide brand to realize rapid communication.However,in terms of the current situation,while absorbing National Tide style,National Tide brand has an unbalanced combination of cultural symbol absorption and visual presentation,resulting in the problem of no obvious difference in cultural identification,emotional identification and visual identification of brand image.Therefore,if National Tide brand wants to establish a unique identity,it is particularly important to explore its differentiated brand image from the perspective of emotional dimension design.The identity of National Tide brand as a cultural communicator is the emotional destination of consumers.The establishment of emotional visual image is the key to foster emotional resonance with consumers and establish emotional and cultural identity.Therefore,National Tide brand should not just stay in the misappropriation of patterns and retro performance of design forms,but also excavate its emotional value from the depth of culture and present its differentiated brand identification from the breadth of vision.This paper took National Tide cultural and creative brand as the research object,took strengthening emotional recognition as the research "focus",and took Yingchen Yunle cultural and creative brand as the foothold of design practice.Firstly,from the standpoint of brand design,this paper discussed and summarized the relationship among National Tide cultural creation,emotional design and dimension upgrading design.Secondly,from the perspective of cultural inheritance,this paper explored the integration of National Tide culture and brand design.Thirdly,starting from the existing circumstances and deficiencies,this paper summarized and put forward the emotional design principles of National Tide cultural and creative brand visual image in cultural fit,style innovation and form fashion.Then,from the perspective of emotional design,according to the three-level theory of emotion,based on instinct layer,behavior layer and reflection layer,this paper discussed the specific design strategies of National Tide cultural and creative brand to strengthen emotional recognition in the three dimensions of reflection memory,visual perception and behavior experience.Finally,the proposed design principles and strategies are used to practice the visual image design of Yingchen Yunle.And it verified the feasibility of the design strategy.I hope this paper can provide a reference for National Tide cultural and creative brand design and contribute to the development of National Tide brand.