Research On The Application Of Empathy Design In The Visualization Of Old Brand Names

As an important part of China’s historical and cultural heritage,the Old Chinese Brand has a unique traditional national cultural background and rich connotation,and contains a wealth of emotional memories.The old-established Danxi Red Currant Wine has become a widely recognised high quality product by consumers,but due to certain limitations,it lacks influence and recognition,and is actively It is also actively looking for opportunities to transform and revive itself.In the context of today’s escalating consumer structure,a shift towards younger consumers and the gradual personalisation and emotional diversification of consumer needs,old brands are faced with product homogenisation,brand ageing and a lack of innovation,and must change their traditional branding strategies to meet the diverse and complex emotional needs of contemporary consumers.Traditional design research methods are difficult to obtain a creative understanding of the user.Using empathic design,switching the designer’s perspective to empathic interpretation of the user’s experience and cognition through observation,in order to obtain an accurate perception of the user’s situation,behaviour,feelings,attitudes and expectations,is a new way to innovate on the culture of old brands.Based on the design methodology of empathy theory,this paper introduces a new perspective to the application of visual design for old brands.On the basis of literature and practical analysis of the concept of empathy design and old brands,it summarises the design principles and strategies for the application of empathy in the image of old brands,and finally confirms the feasibility of the design theory with the actual design case of the old brand Danxi Hongqu Wine.Firstly,this paper starts from the definition of the relevant concepts and explains that empathy design aims to realise the emotional connection between the brand and consumers,promote deep interaction,and clarify the close relationship between the two;secondly,on the basis of the methodology of empathy design,through user observation,user participation and transformation into design iteration,the empathy design embodiment of the old-established brand is summarised into three levels: national cultural heritage,user needs exploration and brand emotional Once again,the theory of empathy in the visual design of old brands is systematically constructed with the basic principles of young visual senses,diverse cultural innovation and brand empowerment differences,as well as the empathy strategy paths of association,sensation,interaction and contrast.All in all,the project uses the old brand Danxi wine as a case study,but also as a reflection on the overall visual development of the old Chinese brand,hoping to borrow the nation’s high cultural confidence in the nation,trace the origins of empathy in the present,take the emotional experience needs as the entry point,empathic design as a way of thinking,and explore innovative design strategies more suitable for the old brand,so as to reshape consumers’ brand perception of the old brand.