Research On Emotional Design Of Longjiang Regional Brand Image Based On Ice And Snow Culture

With the rapid development of the country,regional culture has become a hot topic in the process of cultural industry,the brand image extended from culture has changed from the abstract mental form to the concrete emotional material form.Taking the cultural development and reform as an opportunity and emotional design as the starting point,the linkage between regional cultural brand image and emotional is established.First of all,to explore the regional culture of Longjiang as a starting point,based on the ice and snow,this paper summarizes and sorts out the ice and snow culture in Longjiang region from two aspects of cultural structure and cultural content.By using the method of questionnaire,the recognition of ice and snow culture in Longjiang is investigated and analyzed.So the representative cultural symbols of Longjiang with high audience recognition are obtained.Secondly,the emotional factors of Longjiang regional brand image are analyzed.Taking the binary relationship theory as the connection point of culture and emotion,the application form of emotional factors in brand image design is explored.And combined with specific design cases,the necessity of emotional design of regional cultural brand image is analyzed.Taking the establishment of emotional level mechanism in brand image design as an important clue throughout the whole paper,this paper constructs a progressive brand image design model of ice and snow culture in Longjiang region,puts forward the concept of emotional transition from instinct level to reflection level,and summarizes the design methods of emotional attraction in instinct level,emotional satisfaction in behavior level,and emotional resonance in reflection level.Finally,based on the research of ice and snow culture and emotional design,the design elements are extracted from the typical ice and snow culture symbols of Longjiang,and the design of ice and snow culture brand image is carried out based on visual identity.A series of brand cultural derivatives are designed,such as jigsaw,seal,calendar,handbag,food packaging,etc.Taking the ice and snow world station as the design object,combining with the city’s characteristic architectural style,the ice and snow culture is integrated into the design of the bus station,and the ice and snow memory is constructed by using posters and "the first cup of ice and snow milk tea" as the publicity means.It aims to deepen the user’s profound understanding and feeling of the emotional changes at different levels,arouse the user’s emotional cognition of the regional brand image.Then it helps the user understand the brand and achieve emotional satisfaction,and provides a new guiding idea for the importance of regional culture in brand image display.