Research On Image Optimizatcion Design Of Chinese Time-honored Brands Based On Brand Narrative

Chinese time-honored brands are the representative embodiment of national culture and traditional skills,among which TCM time-honored brands are the specific representatives of traditional culture and traditional Chinese medicine culture.Different TCM time-honored brands generally have their own unique recipes,pharmaceutical manufacturing techniques and business philosophy,and have become one of the important components of the regional culture in their region in the long-term development process.Due to the particularity and limitations of TCM brands in the face of audience,brand awareness and communication are limited to a certain extent.Therefore,it is urgent and important to study the optimization design of traditional Chinese medicine brand image.This paper takes the brand optimization design of Tang Lao Yi Zheng Zhai Pharmaceutical,the time-honored brand of Zhenjiang Traditional Chinese medicine,which was founded in the reign of Guangxu of Qing Dynasty,as the specific research object.After sorting out and constructing the brand story,we get three narrative themes: "Inhumans give medicine","water God control water" and "treasure of fire control".At the same time through the introduction of brand narrative theory to complete the construction of narrative elements.To determine the image,text,color as the brand overall image optimization design method.The overall brand image design takes three brand stories as the core,and all auxiliary graphics are designed around the brand story.Design from the brand logo,through the auxiliary graphics,illustration,application design and other aspects.Through the analysis of theme,characters,plot,media and other narrative elements,the brand’s narrative strategy is constructed.This paper is divided into six parts.The introduction part summarizes the research status of brand narrative theory and brand theory combined with specific time-honored brands from domestic and foreign perspectives.The first chapter mainly summarizes the industry characteristics of time-honored brands and expounds the brand narrative theory.The second chapter further combines the characteristics of TCM time-honored brand to summarize the narrative theme and establish the narrative timing and plot.The third chapter conducts detailed brand research,market research and analysis of similar competitive products to find the space for optimization and redesign.Chapter Four Chapter five is the key chapter of this paper.The fourth chapter combines the brand narrative theory with the brand to form specific design strategies and design methods,which also lays the foundation for the design practice in the fifth chapter.The fifth chapter,on the basis of the previous research and design,further forms a complete brand image identification system and related derivatives.The main purpose of this study is to combine the theory of brand narrative with the optimization design of the brand image of Tang Lao Yi Zheng Zhai Pharmaceutical,explore the specific methods of the theory of narrative and the design of time-honored brands,form the corresponding cultural derivative products,and provide certain reference for the development and industrial integration of similar traditional Chinese medicine time-honored brands.