Research On The Emotional Design Of The Visual Image Of China Time-honored Brand Cosmetics Brand

Today’s society has entered the era of emotional consumption.People’s pursuit of material has gradually changed into emotional consumption demand.This emotional consumption trend is also constantly promoting the development and transformation of brands.As the crystallization of the commercial civilization of the Chinese nation,Chinese time-honored brand carries profound traditional culture and brand connotation.Cosmetics is one of the important components of Chinese time-honored brands.At present,under the impact of international cosmetics and emerging brands,the development of Chinese time-honored brands is struggling,and they are gradually eliminated as marginal brands in the market.Most of the brand visual images do not conform to modern aesthetics,giving audiences the impression of old-fashioned and conservative.Therefore,under the development trend of emotional consumption,China’s time-honored cosmetics brands are in urgent need of transformation,so as to find a new way to reshape and develop their brands.Guided by emotional design,it is of great significance to help Chinese time-honored cosmetics brand image develop visual image elements with brand sensitization and strengthen the emotional connection between brands and contemporary consumers.Starting from the description of the status quo of Chinese time-honored cosmetics brand image,combining with the inevitable trend of emotional design,this paper makes a targeted analysis and research on the emotional design of Chinese time-honored cosmetics brand image,providing new design thinking and theoretical support for the reconstruction of Chinese time-honored cosmetics brand image.Therefore,the research of this topic is mainly summarized as the following aspects:Firstly,the research background and research status of this topic are summarized and analyzed,and the emotional design theory is sorted out to clarify the trend and inevitability of emotional design at present.Secondly,the development history and survival status of Chinese time-honored cosmetics brands were sorted out,and the difficulties faced by Chinese time-honored cosmetics brands were pointed out.Then,based on the emotional design theory,this paper analyzes the status quo of the image design of Chinese time-honored cosmetics brands,summarizes the problems in the development of brand image,summarizes the cases of excellent Chinese and foreign time-honored cosmetics brands,and summarizes the commonness of their emotional design.Thirdly,according to the three-level theory of emotional design,this paper proposes the principles of emotional continuity of visual symbols,the principles of rejuvenation of aesthetic emotional experience,and the innovative principles of emotional symbol extraction and translation.From the instinctive level,it puts forward the visual expression of the brand symbol,which is sensational and story-oriented.At the behavioral level,multi-sensory emotional experience of offline physical stores is proposed,and emotional interaction is transmitted through new media platforms.The emotional design strategy applicable to the visual image of "Chinese time-brand" cosmetics brands is summarized and put forward from three aspects:expanding the individualization of brand emotional connotation,introducing poetry and lyrics,and deepening cultural emotion.It provides theoretical support for the reconstruction and redesign of the cosmetics brand image of "China time-honored brand".Finally,through the design practice,the emotional design strategy is used to guide the design practice through the combination of theory and practice,and the practicability is explored.