On Brand Image System Design Of Small And Medium Enterprises Based On Emotionalization

Small and Medium-sized Enterprises account for the majority of GDP contribution,having become the major force of our economic development,and playing a significant role in promoting employment,improving people’s livelihood and meeting diverse social needs.There still exist many problems in the process of their growth,mostly on a smaller scale,with capital and technology strength being weak,its culture being not deep,and so on,among which the more outstanding problem of brand building,including small and medium-sized enterprises as a system,so that the brand construction can not be ignored.Under the development trend of emotional consumption,this notion of design brings new ways of thinking and opportunities for the brand construction and development of small and medium-sized enterprises.Based on the theory of emotional design,this thesis systematically explores how to carry out emotional design on the expression elements of brand visualization and their relationships from the perspective of each brand contact point,aiming at enhancing the emotional appeal of small and medium-sized enterprise brands,and taking CQT ivy as the starting point to carry out design practice verification.First of all,based on the general situation of the development of emotional and brand image,this thesis analyzes the factors that restrict the brand development of the small and medium-sized enterprises and the important value of establishing a good brand visual image to its own.Secondly,the key contact points of the brand are sorted out,so that the specific application of the brand image design is further clarified,and then the design elements of the three levels of emotional design: instinct layer,behavior layer and reflection layer are analyzed layer by layer.Then,excellent cases in the daily necessities industry and related industries are analyzed in-depth,with the emotional application in brand image design status quo,being summed up and put forward by the principle of emotional continuity,application practicability,and aesthetic experience.The corresponding strategies and methods are presented from the sensory level,experience level and cultural level respectively.The strategies include expressing emotions through sensory expression,evoking emotions through use experience,and extending emotions through cultural innovation.The methods include enhancing symbol attraction,paying attention to experience pleasure,and injecting cultural gene.Finally,the proposed design principles,strategies and methods are used to complete the comprehensive system upgrade design of the current CQT Ivy visual image.Through practical projects,empirical research is carried out on the strategies and methods proposed by the subject,in order to further improve the application of emotionalization in brand design,with a hope to provide new ideas for the design of emerging brands.