| Research subject of the design: research on zodiac cultural product brand design based on the theory of emotional memory.Emotional memory is about emotional experience that carries people’s inside voices,and it’s usually unforgettable.This project introduces emotional memory into design as theoretical guidance to finally display the brand image design of zodiac culture from the perspective of traditional cultural product brand design.Choosing zodiac and auspicious culture as core elements is to cater to customers’ consumer psychology and emotional need,in the hope of wakening consumers’ emotional resonance while promoting zodiac culture and building emotional recognition to raise brand loyalty.Report of design requirement: conduct demand research on the research theory,research subject and design practice of the design subject.Specific research is divided into three aspects: first,explore the market situation of traditional cultural products around the world and summarize outstanding cases.Realize that the problems with current traditional cultural product brands are uneven product qualities,the weak emotional design of certain products in unfavorable accordance with traditional culture,making it difficult to satisfy consumers’ emotional need.Second,target potential consumers of cultural products and give out questionnaires to understand consumers’ demand characteristics through analysis results.Finally,select typical cases of the application of emotional memory theory in design,organize and analyze the form and direction of design.Document theory report: illuminate and discuss the theoretical concepts involved in this subject research,then redefine those concepts about design from the perspective of emotional memory theory based on relevant information and definitions in psychology.Value level of design: instinct,behavior and reflection.Explore the value embodiment of the theory in design application.Analyze the three stages the constitute emotional memory,which are memory input,memory storage and memory recall,then analyze the possibility of emotional memory’s application in zodiac cultural brand image design.There are six recall clues to trigger emotional memory resonance.Analyze how recall clues work as theoretical guidance in zodiac brand image design and focus on the research result to lead the following design practices.Design practice report: emotional memory theory is adopted to instruct the practice of zodiac culture brand image design according to previous research and research results.Determine the brand concept and position based on the nature of zodiac culture and targeted populations.Brand image building can start with zodiac culture,which is also known as auspicious culture,leading the design style to be the combination of traditional art of paper-cutting and modern flat design.Choose phrases or idioms that represent zodiac emotional memory to design zodiac images.Use traditional Chinese elements that signify good fortune to reconstruct and recreate,building zodiac brand visual image that can waken people’s emotional memory with blessed meanings.Finally the visual image design of zodiac culture is displayed with basic VI design and product application design,e.g.brand logo,zodiac image,promotion and design of derivative products. |
