Research On Character Graphic Logo Design Of FMCG Based On Consumer Emotion Theory

According to Maslow’s hierarchy of psychological needs,human society has entered the stage of spiritual demand consumption.The purchase behavior driven by simple material demand has gradually turned into spiritual purchase behavior.As a necessity in people’s life,FMCG’s brand image design also needs to be more in line with the emotional needs of consumers,so as to form an emotional resonance between consumers and brands and promote commodity sales.This thesis theoretically expounds the concepts of "consumer emotion theory","FMCG" and "figure logo",and explores the relationship between consumer emotion theory and figure logo of FMCG.Taking FMCG consumers as the starting point,this thesis summarizes three types of consumption emotion,namely,consumption emotion based on personality pursuit,consumption emotion based on resonance and consumption emotion driven by preference.This thesis analyzes the advantages of character graphic signs,and divides them into four types: anthropomorphic image graphics,character cartoon graphics,concrete character graphics and artistic character graphics.Based on the theory of consumer emotion,by analyzing the excellent cases of FMCG character graphic signs,this thesis studies the visual and emotional factors that can affect consumers’ emotion in character graphic signs.This thesis summarizes the design process of FMCG character graphic logo under consumer emotion,including target group positioning and brand positioning,four logo theme analysis,three design principles and design methods for the above three consumer emotions.Finally,the feasibility of the design framework is demonstrated by practice.Based on the theory of consumer emotion,emotional design and other related theories,this thesis proposes to combine it with the figure logo of FMCG.Through the figure logo,consumers can have positive consumer emotion and affect consumer decision-making,so as to improve the brand affinity while achieving the sales purpose.It is hoped that this view can provide reference value for the sustainable development of FMCG Brand.