"Nan Cang Kou"Based On Emotional Experience Study On Brand Image Design Of Wang Jia Shao Mai

In today’s society people’s life style and consumption level,great changes have taken place in people’s consumption demand and consumption psychology has been changed,it is worth mentioning is the consumer when making purchases of pursuit is not just a are only for the use of functional products,more is in the midst of this product for some heart level of comfort and the pursuit of a kind of emotional satisfaction.The other domestic "old" brand in today’s fast-paced era,due to the brand image behind couldn’t keep up with the trend of The Times,brand image upgrade problems remain to be solved,at the design level,how to use the "old" the historical context of good brand story,and the "old" brand image design to join the brand culture and brand concept,Make it easier to be perceived by consumers,and form a stable and solid bridge between consumers,so as to promote the development of "laozihao" brand.In this paper,the combination of emotional experience concept and "time-honored brand" brand image design to seek a breakthrough design,break the shackles of the original,with attractive and thought-provoking emotional design to give consumers with more emotional experience.This paper summarizes the design strategy,design principles and design methods of emotional experience design in the "time-honored brand" brand image design.The theme of this design "Nancangkou" brand image design of Wangjia Shaomai is guided by theory and practice,enriching the brand connotation and expanding the brand emotion.This paper is divided into five chapters.First,it elaborates on the emotional experience and the research status of the "time-honored brand" at home and abroad,and indicates the research purpose and significance of this paper,laying a research path for this paper and design practice.The second part analyzes and studies the relevant theories of the paper and design,that is,emotional experience and "time-honored brand" in detail,lists the excellent practical cases,and summarizes the feasible design ideas and research strategies of this design.The third part conducts market research and analysis on the brand status quo of "Nancangkou" Wangjia Shaomai and the "time-honored brand" in Shijiazhuang,where the brand is located,and describes the audience of the brand in detail.The fourth part lays the theoretical foundation for the design practice of this time,and elaborates the design strategies,design principles and design methods.In this part,a large number of excellent cases are also listed to combine,so as to get practical and feasible practice methods.The fifth part puts the design method and strategy of the fourth part into the specific design practice of "Nancangkou" Wangjia Shaomai,designs the brand logo,font,graphics,color,copywriting,packaging and other contents,and integrates emotional elements into the design,so that consumers can get more and more rich emotional experience.This paper selects emotional experience as the theoretical guidance for the brand image design of "Nancangkou" Wangjia Shaomai,which is not only a leap upgrade for the brand,but also an expansion and attempt for the theory of emotional experience.Under the guidance of the emotional experience theory,the brand of "laozihao" will be upgraded to a new design,and the feasible design form and design method will be summarized,which will also provide a reference basis for the future brand image design of "Laozihao".