Application Of Brand DNA In Innovative Design Of Luxury Jewelry

For luxury brands,the construction of brand DNA plays a very important and crucial role in brand operation.A successful brand must have its own brand characteristics and highly recognizable brand DNA.By using similar or identical design features in the design of different generations of products of a company or a brand,the products have a common “family” identity factor in terms of visual sense and connotation,so as to create a consistent effect among different generations and types of products.Being more than just a name or an icon,it can be a systematic combination of various forms of symbols.It can be expressed in jewelry products in a much richer and more varied way.The application of genetic models in familization of enterprises and product design provides brand DNA with continuity and uniqueness,which is the focus of the development of most luxury jewelry brands.This paper introduces the relevant concepts of jewelry design and brand DNA,and conducts research from the perspective of product form design.This paper makes a research on the application of brand DNA in the innovative design of luxury jewelry.Firstly,it organizes the background,purpose and significance of the research,and introduces the research methods and research framework adopted;secondly,it conducts a literature research on the relevant concepts including brand DNA,brand styling DNA,and jewelry design methods,and draw lessons and improvements from the previous research;then it analyzes the evolution,inheritance,and variation of brand styling DNA of jewelry brands through case studies and morphological analysis,and establishes a characteristic model;finally,the theoretical model is applied to jewelry design to verify the rationality and usability of the model.Brand DNA-based jewelry design,on the one hand,enables the brand to keep pace with the times on the basis of inheritance and continuity,so that the product image remains systematic while taking into account brand culture;on the other hand,the systematic product image also makes the brand image more distinctive,and realizes the sustainable development of the brand style while ensuring its stability,which is conducive to consumers' trust and recognition of the brand.