Research On Su Wei Ping Sheng Brand Image Design Application Based On Emotional Design Concept

With the continuous improvement of living standards,people's spending power and consumption structure have gradually improved.Many consumers are shifting from focusing on material needs to focusing on spiritual needs.It is difficult to continue to win consumer favor for products that only meet practical functions.Brand image as one of the main ways of brand promotion and broadening sales channels,such as continuing to maintain the original design principles,it is obviously difficult to adapt to the current change in consumer trends.Emotional design,as a new design concept,is based on practicality and is centered on emotion.Through the use of multiple design techniques,emotions are given to brand design,so that consumers get both material and spiritual satisfaction.During the development of the experiential economy,it provides a new breakthrough for solving the dilemma faced by the current design.The brand image design strategies and methods based on the "emotional design concept" summarized in this article enrich the brand image design method,and also expand the practice of emotional design concept.This article is divided into five parts.The first part researches the relevant theory and practice at home and abroad,summarizes the research results,provides the theoretical basis and practical experience for the design practice of this article,and sets the research route according to the research content.The second part summarizes the related theories of emotional design concepts and brand image design.Based on the three levels of Donald A.Norman's emotional design concepts,two excellent cases of emotional design of domestic and foreign brand images are carried out respectively.Analyze and summarize the research strategies and methods that can be used for reference.In the third part,the related investigation and analysis of "SuWeipingsheng" on the grain agricultural products were carried out.The fourth part combines the actual research with the theoretical overview and corroborates with a large number of cases,and finally draws out the "SuWeipingsheng" brand image design strategy and method based on the emotional design concept.Finally,the brand concept and product characteristics of "SuWeipingsheng" are integrated into the design and application of graphics,colors,text,packaging,and materials in the design of the brand image,while satisfying people's material needs,while giving consumers the inner warmth with the brand's temperature,Increase consumer brand recognition of the product,thereby driving the sales of local agricultural products through the power of the brand.This thesis uses the concept of emotional design to guide the practice of brand image design of agricultural products.It is another attempt to the feasibility of the concept of emotional design.Through in-depth research on the brand image design of "SuWeipingsheng",it explores the way of creating emotional design.,Summarized the corresponding design strategies and methods to provide objective and practical design thinking for the brand image design of agricultural products in China,and at the same time contribute to the agricultural product sales of Chicheng County,Zhangjiakou.