The Return Of Value

In the article, the research of brand design in the post-modern period, doesn't carry out the post-modernism of brand design, but research the characteristic of brand design in the post-modern period. The Post-modern period is the time being full of dispute, when a great quantity of supplying and satisfaction of the material cause the higher need of people' s spirit, while complicated culture environment brings many puzzles to brand culture. Nowadays, under the situation of abundance of material and diversity of culture, the brand has came into being a kind of consumer culture, and its spirit which has the significance of existence and social responsibility is the soul of brand. At present, the research about brand is much on matter value than culture tracing back and social responsibility studying. Consumer culture as the ridge between the material and spirit is the main carrier in society and the vital content for the most people, so the research of the brand's spirit is significant in social responsibility, when the spirit in rising to an unprecedented height being eager about with survival significance. In fact, nowadays the well-known brands of international firmly accounting for most marketplace of in the homeland, are also that international brand culture is in Local invading and occupying. How build the brand's spirit? This is one important problem in the period!That the value "return" refers to reason's and Spirit's "return" , is the return state to one kind of the instinct simple, plain, attaching importance to the human body. Don't let us unable to find direction of living because our high technology and forget we are the most primitive to such an extent even survival need. We produce the matter serve for our body and soul, but not as a yoke bY the matter controls, controls or retinue for ourselves manufacture. That the culture characteristic in the Post-modern period is seek ourselves location, our brand designs that the consumer look for self spiritual region under this situation, so we need designing the brand for us in use high technology and high standard. As present, the economical centre has brought up culture hegemony, and had controled the utterance right for designing. The main essay of this essay had studied culture and the economy origin of the post-modern period, look back upon the Chinese nation soul, further, suggest that culture must is confident and we must set up self brand's spirit.