Design Research On The Brand "Gifts From The Grassland" Based On The Hierarchy Theory Of Needs

Current ethnic brand design has contributed to the development of the branding field.However,there is a major problem that ethnic brand design lacks the ability to meet the spiritual and cultural needs of consumers.Based on Maslow’s Hierarchy Theory of Needs from the perspective of brand design factor model,we construct a brand series design solution to meet the physiology,safety and love and belonging needs of consumers.Maslow’s Hierarchy Theory of Needs is used and combined with the literature research method to elaborate the physiology,safety,love and belonging,respect and self-actualization needs of consumers for ethnic brand design solutions.Analysis was used to interview the brand market,consumers,products and competitors to obtain brand design factors that meet consumers’ spiritual and cultural needs,and the logical argument method was used to build the "Gifts From The Grassland" brand design factor model and to carry out the design positioning of the "Gifts From The Grassland" series design.The design analysis of the "Lucky Felt House" brand design case was carried out through the brand design factor model under Maslow’s Hierarchy Theory of Needs to obtain the series design solutions of "Big Bonus of Grassland","Milk Wine of Grassland" and "Dairy Food of Grassland" that can meet the needs of consumers in terms of physiology,safety,love and sense of belonging,which inherits the excellent Mongolian traditional culture,enhances the intrinsic value of "Gifts From The Grassland" brand design research,and further sublimates consumers’ needs for physiology,safety and love and belonging of "Gifts From The Grassland" brand under the guidance of Maslow’s Hierarchy Theory of Needs.Based on Maslow’s Hierarchy Theory of Needs and the design factor model,this paper constructs a design solution for a brand series that meets consumers’ spiritual and cultural needs.This design practice serves as a reference for brand design research of Mongolian and other ethnic groups.