The Research On Emotional Design Of The Old Brand Image

Nowadays, as the trend of rapid development of "interconnection of all things "and" experience economy ", the rapid escalation of the brand image of emotion is not only an important entry point for consumers and winning breakthrough, but also this kind of perceptual psychology demand growth continues to urge the rapid transformation of traditional industries and new innovation. The "old brand" as a typical representative of the traditional business, the urgent need to a keen perspective to examine and Thinking on the transformation of today’s consumer culture and psychology, in order to cater to the trend of the times on the basis of seeking a new train of thought for the brand image and innovative development.The emotional design is proposed for used to help "old brand" image to develop visual design elements of multi dimension and emotional, outlines the significant strong emotional bond with consumers. The paper states on the "old brand" image situation, combined with the inevitable trend of the emotional design, and I have made analysis and research on the emotional design of the "old brand" image, in order to provide design strategy of objective reality for "old brand" image remodeling.The paper will combined the present status of emotional design concept of Western with our "old brand" image design, and pay effective efforts to seek new point of innovation and deductive method of the "old brand" image. First, though analysis the existing problems of the "old brand" image and the emotional design of inevitability and the relationship between the brand image and emotional design from the perspective of design, clarified the necessity of emotional design for the "old brand" image; secondly, do the system research and summarize based on the emotional design for "old brand" image in the reflection, characteristics and principle, summed up the emotional design provide the important value for building the "old brand" image recognition, differentiation and personalized cognition of intangible assets; the last, summarized from the four aspects of the "emotional" of design symbol, the "network" of design thinking, the "empathy" of design experience and the "humanization" of design perception, and proposed of application strategy for applied to the "old brand" image of the emotional design. Let the "old brand" image will realized perfect transformation from the "old" to "new", and provide important theory value and the practice basis for the "old brand" image remodeling and redesign.