The Study On Sensory Elements Uesd In Brand Image Design

Nowadays,brand has become the core of market competition.The company want to establish an emotional link with consumers by comprehensive,three-dimensional brand image,because consumers’ attention has gradually become luxuries.Only in this way,they can survive in the fierce market competition.But the situation is that more and more homogeneity products and brand images make the brand unattractive.This situation deviated from the original idea of the company.Humans interact with the outside world through the sensory system.The five sense of the sensory system not only help us to know the world,and it connect our memories and emotions.In other words,our feeling is a psychological understanding from external stimuli.Therefore,we should take sensory stimulation as the starting point for the study of brand image design.Brand image is the result about consumers’ comprehensive experience with the brand.consumer’s purchase decision come from their recognition of the brand,and this"recognition" comes from the result of consumer’s physical and mental judgment.Obviously,people’s judgments of the world are all from the "five sense".Undoubtedly it is empty that brand image design out of the "five senses".Using sensory elements to shape the brand image is an effective way that can help enterprises and designers to break the traditional two-dimensional limitation,and promote the development of brand image.Like everything in the world,brand image design is evolving.In the future,the sensory elements will be a part of the brand image that can not be ignored.sensory elements can bring a lot of spiritual enjoyment to consumers and make a deep impression on the consumer’s mind.It can also affect the consumer’s purchase decision and ultimately improve the consumer’s loyalty to the brand.The focus of this thesis is how to use sensory elements to build brand image and improve consumer’s loyalty.This thesis surveys the theories about design,marketing and cognitive psychology,based on the related theories for sensory marketing,brand sense and five senses.This thesis analyzes the relationship between sensory elements and brand image design and puts forward some suggestions about application of sensory elements in brand image design.The main objective of this thesis is to emphasize the importance of sensory elements and multi-sensory interaction,and to help company establish the comprehensive and stereoscopic brand image.This thesis explores the five sense,and provides a new direction for brand image design.This thesis can be divided into five parts.The first part is introduction,which introduces the background,purpose,significance,research ideas and status of the research at home and abroad.The second part is theoretical basis of the study.It introduces the concepts about brand image,sensory elements and multi-sensory integration.In the third part,the sensory elements are analyzed from formation process,characteristics,expression and interaction relationship.The fourth part expounds the practical application of sensory elements in brand image design,and analyses the purpose and methods of multi sensory brand image.This part also takes Singapore Airlines’ multi sensory strategy as an example to analyze the reason for its success.The last part is about the future of multiple sensory strategies.This part discusses the advantages and limitations of multi sensory strategies,and speculates development of multi sensory strategies in the future.