Design Practice For Brand Image Based On Emotional Design Concept

Recently,the brand awareness of agricultural products has been gradually developed around the country under the background of rural revitalization of national promotion.However,with the increase of agricultural brands,the problems of homogenization of brand image,the lack of visibility,innovation and attractiveness,as well as perfunctory brand design or even no design of various brands are also emerging.Following the development of our society,the needs of consumers in the market has also changed quietly-that is,the proportion of spiritual and cultural needs in consumer demand has been gradually growing.To address the contradiction between the homogenization of brand image and the increase of spiritual and cultural needs of consumers,the design concept to improve the brand image through emotional design concept to meet the spiritual and cultural needs of consumers has been proposed.As the brand of "Shu Zhuangyuan" for example,the consumer emotion has been taken as the entry point,and the target group has been determined through research,and the brand concept of "Shu Zhuangyuan,Taste of Hometown" has been positioned.The extracted emotional elements are integrated into the basic system design,illustration design and application system display design for the brand image of "Shu Zhuangyuan".With the use of color,shape,material and narrative,the concept of the brand has been expressed to achieve the purpose of conveying the inner spirit and culture of the brand to consumers.Through the design practice of the "Shu Zhuangyuan",the expression of emotional design has been explained,the design method has been constructed,,and the design process has been clarified.Also,it has provided design reference to increase the brand image recognition of agricultural products and improve the brand spirit and cultural connotation.