| With the transformation of the social industry, the attraction of consumption has changed from the attraction of functional products to the experience of service. The manifestation of the brand is changed from the symbolic meaning of the surface to the building of the multi dimension emotion space. That requires under the framework of brand, based on user’s cognitive coherence brand impression,to create the manifestation of succession of brand culture and value and enhance brand tonality and user emotional connection.In this paper, from the perspective of the theory of brand impression recognition, this paper studies the construction and design of brand impression. First of all, it discusses the basic concept of the brand impression, the formation of the brand impression and the relationship between brand impression and brand experience, then discusses the psychological cognitive map of the brand. Based on the theory of basic concept of the brand impression proposed brand impression processing form, from the image of the brand to the starting user’s impression of the brand construction, through analysis of brand personification theory proposed brand "personas" concept as a main way to process a brand impression. And then gradually deepening, this paper proposes Paivio’s dual coding theory of brand "persona" to describe the way based on, through visual and semantic information coding build users’and designers’situational image space of imagination. Then, five positive effect dimensions of the user’s cognitive product are obtained by experiment, and the mapping relationship between the positive effect characteristics of the product and the user’s expected image is studied. In order to connect the user’s perception of the image context association space with the designer’s perception of the image context association space.Then this paper puts forward the design model of construction and translation of brand impression cognitive characteristics. First of all, the brand image of the user and the designer’s cognitive style, put forward the brand "persona" of the three levels, on this basis, the introduction of the "persona" of the brand building framework. This completes the model extraction strategy framework. Then proposed the impression of the brand cognitive features of translation design model, is described from the brand image and product image, product image to image features extracted from the, performance from the image features to the language design, layers of scrutiny, complete the transition from "source" to "elements", for the brand from the intangible brand image conversion offer valuable reference and guidance for tangible design practice.In the end, this paper has carried out the practice of brand design. Under the characteristics of brand cognitive framework and the guidance of design model, according to the target of the brand strategy and product design, by the image of the brand construction to product image interpretation, to the image features of mining. Finally, the implementation of the actual product design. A preliminary validation of the feasibility of the model of brand cognitive feature translation.The significance of this thesis is based on theoretical research and experiment to extract, discusses the user generated brand impression and designers create the image transmission relation between brand image, and provided a clear framework of constructing the brand image cognition, brand cognitive features of translation design model is proposed, proposes has practical guiding significance to the design methodology for the designer, provides a new idea for design of the brand strategy. |
