The Brand Image Design Of Heji From The Perspective Of Collective Memory

The topic of this graduation project is The Brand Image Design of the Heji Stewed Noodles under the perspective of collective memory, based on collective memory theory,and put the theory of collective memory into the old brand Heji Stewed Noodles' image design. In order to reflect the memory from people in Zhengzhou generation after generation and the condition of the truest life attitude with the culture. People can resonate with others through the design, and strengthen not only the group cohesiveness but also the individual sense of presence.Investigation report on demand, the main point is to make a survey on the comments of the brand, the cognition degree of nostalgic asset, and some contents of the collective memory. Firstly, collect information for the research through the literature data and the network. Secondly, collect design elements through the interview and questionnaire survey to understand consumer's preference. Finally, through the analysis and collation of the survey data, ti is concluded that the collective memory of the target group is more likely to stimulate the collective memory of the nostalgic emotion of the target group, so as to provide the reference direction for the design practice of the brand image.According to the requirements of the design, uses the collective memory theory as a guide to study the memory mechanism from different perspectives. It extends the individual memory research to collective memory research based on the collective nostalgia phenomenon. First of all, it studies the literature of collective memory theory,through reading a large number of books and literature, sorting out the concept of collective memory theory and its research value and selection criteria. Secondly, by reading a large number of collective memory theory applied to the design of the literature,the literature research report analyses the collective memory theory and the design of social significance and feasibility, and it needs to sum up the collective memory of the selection criteria of the old brand image design. Thereby providing an effective way for the image design of Heji stewed noodle brand.The design process report describes the design process in detail. According to the results of market research the analysis of the selection criteria of collective memory,design elements extracted from Heji noodle brand and common cultural symbols of Zhengzhou, reflecting the history and the cultural connotation, regional characteristics and local customs of Heji noodle. The design is simplified to the style of nostalgia and fashion, to arouse the memory and nostalgia of Zhengzhou citizens by looking for Zhengzhou elements such as architecture, dialects, culture, old objects and so on.Summary report, the collective memory theory used in the old brand image design is necessary. Consumers of modem society are prevalent in nostalgia,old brand itself has a rich cultural connotation, carrying a generation after generation of collective memory. In the design activities use collective memory can arouse the memories of consumers, and the brand to establish emotional resonance, thereby enhancing the brand's influence.