As one of the important aspects of cultural life,brand has obvious cultural attributes.As an important branch of the cultural and creative industry,brand design is not only the concrete expression of human wisdom,but ...As one of the important aspects of cultural life,brand has obvious cultural attributes.As an important branch of the cultural and creative industry,brand design is not only the concrete expression of human wisdom,but also a product in the process of continuous cultural development,which can positively interpret human’s innovative spirit and innovative concept.Therefore,a systematic study on the effective use of western culture in brand design and a detailed analysis on the impact as well as enlightenment of the use of western culture in brand design on the cultural and creative industry are carried out,so as to lay a solid foundation for the improvement of the cultural innovation level in the field of brand design and the all-round development of cultural and creative industry in China.展开更多
This paper takes the Chinese-themed packaging of Modern China Tea Shop as the research object,analyzes the brand positioning and the embodiment of traditional Chinese cultural elements in its brand packaging design,an...This paper takes the Chinese-themed packaging of Modern China Tea Shop as the research object,analyzes the brand positioning and the embodiment of traditional Chinese cultural elements in its brand packaging design,and mainly analyzes the characteristics of traditional Chinese culture and symbols such as painting,text,and color in the packaging design.This paper explores the creative design and application of packaging with traditional Chinese elements in its brand touch points through the analysis method in culture code brand design and points out that the packaging design of Modern China Tea Shop is close to consumer psychology,and the Era Z has gradually become the main force of Chinese consumption.The brand accurately grasps the consumer psychology in the era of Gen-Z so as to formulate corresponding marketing strategies.Combined with the analysis of brand trends and consumers,it is clear that the packaging design of Chinese style is not a simple superposition of traditional elements and modern elements,but the integration and innovation of various cultural elements based on the current market and consumers.Furthermore,the paper summarizes the ways of traditional Chinese elements to create commercial value and provides a feasible reference for the brand positioning and packaging design of other tea products in China.展开更多
In the era of experience economy, customers do not always focus on the functional attributes of goods or services, but pay more attention to experiences. Therefore, firms have to manage to offer their customers a uniq...In the era of experience economy, customers do not always focus on the functional attributes of goods or services, but pay more attention to experiences. Therefore, firms have to manage to offer their customers a unique, memorable and valuable experience actively in the process brand establishment. With the development of mobile Internet and the use of application （APP）, the brand communication among customers and providers has been strengthened. The research purpose is to help hotel marketers figure out how to implement brand communication with brand experience of APP for hotel. It is founded that sensory brand experience design and social brand experience all have positive influence on customer brand loyalty.展开更多
The purpose of this analysis is to delve into the application of color psychology in the logo design of Korean cosmetic brands,using Etude House as an example for an exhaustive analysis.By examining the history of the...The purpose of this analysis is to delve into the application of color psychology in the logo design of Korean cosmetic brands,using Etude House as an example for an exhaustive analysis.By examining the history of the Etude House brand,the evolution of the logo design,and the changes in color choices,we analyze the traditional concepts of color symbolism in Korean culture and the culture of color in contemporary society in order to reveal the important role of color in cosmetic brand image.Through an in-depth analysis of the use of color in Etude House’s brand identity,we further analyze the impact of color on consumer emotions and purchasing behavior,as well as the potential impact of brand identity changes on market performance.Finally,the conclusions of the analysis summarize the practical application of color psychology in Etude House’s brand logo design,suggest recommendations for other Korean cosmetic brands to draw upon in their logo design,and discuss future directions.展开更多
Taking "MG V Tao" post-disaster reconstruction social Innovation as an example, this paper explores the "MG V Tao" black grit brand industry situation, its existing problems, development trend and ...Taking "MG V Tao" post-disaster reconstruction social Innovation as an example, this paper explores the "MG V Tao" black grit brand industry situation, its existing problems, development trend and then proposes solutions through design thinking, with identifying local problems as the primary task and cultural heritage as the core, carry out innovative design and brand design strategy of commercial operations based on Online to Offline local distinctive resources. And combined with project practice, it discusses the business model innovation of non-profit brands based on emotional design. Then business model is built based on target users and market research, and product iteration is achieved through the cooperation between design workshops of several schools and local enterprises, thereby establishing a new business model to promote the sustainable local economic development.展开更多
On the afternoon of Aug.24th,Aurelien Lecour,an ex-senior designer of the famous brand ONLY,appears at a news conference in Shanghai to attend signing ceremony for his design consulting service project with
March is a right party time for friends to get together to enjoy the smell of early spring. Moreover, people would like to take off the thick winter coat to showcase their colorful attitude towards the warm spring sun...March is a right party time for friends to get together to enjoy the smell of early spring. Moreover, people would like to take off the thick winter coat to showcase their colorful attitude towards the warm spring sunshine. Here, an annual fashion feast in Beijing not only could provide you a visual inspiration of trend, but also would tell you what’s the most "in" factors in the coming season.展开更多
文摘As one of the important aspects of cultural life,brand has obvious cultural attributes.As an important branch of the cultural and creative industry,brand design is not only the concrete expression of human wisdom,but also a product in the process of continuous cultural development,which can positively interpret human’s innovative spirit and innovative concept.Therefore,a systematic study on the effective use of western culture in brand design and a detailed analysis on the impact as well as enlightenment of the use of western culture in brand design on the cultural and creative industry are carried out,so as to lay a solid foundation for the improvement of the cultural innovation level in the field of brand design and the all-round development of cultural and creative industry in China.
文摘This paper takes the Chinese-themed packaging of Modern China Tea Shop as the research object,analyzes the brand positioning and the embodiment of traditional Chinese cultural elements in its brand packaging design,and mainly analyzes the characteristics of traditional Chinese culture and symbols such as painting,text,and color in the packaging design.This paper explores the creative design and application of packaging with traditional Chinese elements in its brand touch points through the analysis method in culture code brand design and points out that the packaging design of Modern China Tea Shop is close to consumer psychology,and the Era Z has gradually become the main force of Chinese consumption.The brand accurately grasps the consumer psychology in the era of Gen-Z so as to formulate corresponding marketing strategies.Combined with the analysis of brand trends and consumers,it is clear that the packaging design of Chinese style is not a simple superposition of traditional elements and modern elements,but the integration and innovation of various cultural elements based on the current market and consumers.Furthermore,the paper summarizes the ways of traditional Chinese elements to create commercial value and provides a feasible reference for the brand positioning and packaging design of other tea products in China.
文摘In the era of experience economy, customers do not always focus on the functional attributes of goods or services, but pay more attention to experiences. Therefore, firms have to manage to offer their customers a unique, memorable and valuable experience actively in the process brand establishment. With the development of mobile Internet and the use of application （APP）, the brand communication among customers and providers has been strengthened. The research purpose is to help hotel marketers figure out how to implement brand communication with brand experience of APP for hotel. It is founded that sensory brand experience design and social brand experience all have positive influence on customer brand loyalty.
文摘The purpose of this analysis is to delve into the application of color psychology in the logo design of Korean cosmetic brands,using Etude House as an example for an exhaustive analysis.By examining the history of the Etude House brand,the evolution of the logo design,and the changes in color choices,we analyze the traditional concepts of color symbolism in Korean culture and the culture of color in contemporary society in order to reveal the important role of color in cosmetic brand image.Through an in-depth analysis of the use of color in Etude House’s brand identity,we further analyze the impact of color on consumer emotions and purchasing behavior,as well as the potential impact of brand identity changes on market performance.Finally,the conclusions of the analysis summarize the practical application of color psychology in Etude House’s brand logo design,suggest recommendations for other Korean cosmetic brands to draw upon in their logo design,and discuss future directions.
基金supported by National Key Social Science Foundation of China (Grant No. 13ZD03)
文摘Taking "MG V Tao" post-disaster reconstruction social Innovation as an example, this paper explores the "MG V Tao" black grit brand industry situation, its existing problems, development trend and then proposes solutions through design thinking, with identifying local problems as the primary task and cultural heritage as the core, carry out innovative design and brand design strategy of commercial operations based on Online to Offline local distinctive resources. And combined with project practice, it discusses the business model innovation of non-profit brands based on emotional design. Then business model is built based on target users and market research, and product iteration is achieved through the cooperation between design workshops of several schools and local enterprises, thereby establishing a new business model to promote the sustainable local economic development.
文摘On the afternoon of Aug.24th,Aurelien Lecour,an ex-senior designer of the famous brand ONLY,appears at a news conference in Shanghai to attend signing ceremony for his design consulting service project with
文摘March is a right party time for friends to get together to enjoy the smell of early spring. Moreover, people would like to take off the thick winter coat to showcase their colorful attitude towards the warm spring sunshine. Here, an annual fashion feast in Beijing not only could provide you a visual inspiration of trend, but also would tell you what’s the most "in" factors in the coming season.
