| 21st century is the era of ever developing science and technology. And our society has transited from the industrial society the information society or post-industrial society. With the highly promoted material life, people begin to pursue more in spiritual aspect of the once quality-oriented products. People would enjoy the function as well as the procedure of using the product and the aesthetic sense, which suggest their personal tests, characteristics even status. Hence Brand Emotion or Brand Attachment turns out. To set up the brand emotion and breed people's trust on the brand, design plays the key role. It has been well proved that the virtues survives in such fierce market competition are those which has created their own Corporate Culture, possessed their special design style and formed their brand-discern system.This paper covers several fields including psychology, product semiology, science of color, theories of brand design and so on. The originality of this paper lies in its introduction of the study on model of product through the research over emotional design and color emotion and the influence of product semiology on product model. Based on the traditional culture of China and absorbing the foreign advanced culture, this paper creates a series of design culture and design factors, and advocates the creation of virtue brand culture and inner design factors with Chinese features. This paper then puts the theories into practice, to introduce these methods and conclusions to some practical programs of the washing machine and hair dryer from FEITE in Ningbo.The study and application of the emotional design and practice of the theories of virtue brand emotion has been well mature in western countries. Yet in China people still fail to realize the approaching of the era of emotional design and brand emotion. This study is assumed to offer a new retrospective and some references in creating brand design language and brand emotion with Chinese features。... |
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