Research On Cultural And Creative Brand Design Of Minnan Ancient House Based On Emotional Design Theory

In today’s society,people’s spending power and habits are changing with the ever-improving quality of life,and the focus of consumption is constantly shifting towards meeting consumers’ spiritual needs.If we still stick to the traditional design rules,it will be difficult to fit in with today’s consumer trends.Emotional design is a popular design concept in the design world nowadays.It is based on practicality and centered on emotion,and through a series of design techniques,emotion is incorporated into the design of cultural and creative brands,so that consumers can enjoy material satisfaction and a good spiritual experience at the same time.In this paper,we analyze the concept of emotional design,take the ancient alley in southern Fujian as the research object,summarize a set of design strategies and methods suitable for the cultural and creative brand in southern Fujian,and propose a new design method for the cultural and creative brand.This paper takes the design of cultural and creative branding of ancient houses in southern Fujian as the research object,uses the concept of emotional design to guide the practice of cultural and creative branding about ancient houses in southern Fujian,and tries to explore the feasibility of the concept of emotional design,hoping to provide some design reference for the cultural and creative branding of tableware in China and contribute to the economic development of Quanzhou,Fujian.