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
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
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
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
Ⅰ.Basic Elements for Designing Brand Names in Agricultural E-commerce(Ⅰ)Target Customer Element Products are created for target customers;they exist to serve them and enhance their value.Therefore,the first step is ...Ⅰ.Basic Elements for Designing Brand Names in Agricultural E-commerce(Ⅰ)Target Customer Element Products are created for target customers;they exist to serve them and enhance their value.Therefore,the first step is to clarify the product's target customer positioning.Who are the target customers?What is their age range?What is their educational or cultural background?What is their spending capacity?What are their desires and needs?What value can the product bring to them?How wiU they perceive similar products?展开更多
本文以Designed to move活动为基础,分析体育品牌体验对消费者行为(品牌忠诚)的影响,这种形式的品牌体验能够给消费者的生命资产和生活价值观带来影响,具有研究价值。本文采用Brakus的SEMs模型测量品牌体验,通过实证分析,探究了感官体...本文以Designed to move活动为基础,分析体育品牌体验对消费者行为(品牌忠诚)的影响,这种形式的品牌体验能够给消费者的生命资产和生活价值观带来影响,具有研究价值。本文采用Brakus的SEMs模型测量品牌体验,通过实证分析,探究了感官体验、情感体验、行为体验和智力体验与品牌忠诚之间的作用关系。分析发现,感官体验、行为体验和智力体验对品牌忠诚有显著的正向影响作用,与以往研究不同的是,在体育品牌体验中情感体验对品牌忠诚影响不显著,这对体育企业的营销活动和体验手段具有现实的指导意义。展开更多
Brand identity is a key topic in fashion design and communication. It relies on several tangible and intangible elements, such as recognisability of trademarks and styles, of materials and processing details, on story...Brand identity is a key topic in fashion design and communication. It relies on several tangible and intangible elements, such as recognisability of trademarks and styles, of materials and processing details, on storytelling, values, testimonials, company history and so on. The evolution of communication strategies in the digital era, and of globalised markets, demands rational, evidence-based management of the public image of brands. This article offers a theoretical discussion of the structural elements which play a part in establishing the public identity of fashion brands in the era of digital communication, and an innovative approach to the evidence-based investigation of the identity of a number of fashion brands as perceived by customers. The approach proposed here is based on a mix of interviews exploring subjective brand awareness, and objective monitoring of visual attention through eye-tracking. The article also summarises findings obtained by applying this approach to several subjects exposed to communication artefacts produced by fashion brands in order to obtain some information of general interest regarding the factors that influence customers’ mental models.展开更多
Brand visual design is not only an essential bridge for companies to convey their ideas and values but also a key factor in shaping the brand image and enhancing market competitiveness.However,a pervasive concern has ...Brand visual design is not only an essential bridge for companies to convey their ideas and values but also a key factor in shaping the brand image and enhancing market competitiveness.However,a pervasive concern has arisen in society that many recent graduates in brand design and visual design cannot immediately meet the demands of the design industry.Despite attempts by scholars to reform courses and teaching philosophies,there are still significant shortcomings and gaps.Therefore,based on market orientation and supply-demand concepts,this study collected in-depth recruitment demands for brand design from 74 companies and conducted systematic summarization and analysis.It synthesized a demand model consisting of three major modules and 55 content points required by companies for brand design students.Based on these demands,adjustments and plans were made to the curriculum content,aiming to construct a teaching system that not only meets market demands but also enhances students’comprehensive qualities.The goal is to cultivate more outstanding talents capable of quickly adapting to and excelling in brand design work.展开更多
近年来,AI设计爆火出圈并对人们的生活产生了巨大的影响。当老字号品牌遇到AI设计时会产生怎样的火花?深入研究AI设计老字号品牌产品的作用机理和消费者的产品态度对老字号品牌具有现实意义。本文将AI设计产品的理念引入老字号品牌的研...近年来,AI设计爆火出圈并对人们的生活产生了巨大的影响。当老字号品牌遇到AI设计时会产生怎样的火花?深入研究AI设计老字号品牌产品的作用机理和消费者的产品态度对老字号品牌具有现实意义。本文将AI设计产品的理念引入老字号品牌的研究,通过设计四个情境实验,探讨了老字号品牌产品设计来源(AI v s.人类)对产品态度的影响、中介机制及边界条件。研究结果显示,老字号品牌使用AI(v s.人类)设计产品对消费者产品态度产生积极影响,其中新奇感起到中介作用。同时,老字号品牌产品设计来源对新奇感的影响受到品牌概念的调节及消费者怀旧倾向的再调节作用。此外,消费者对老字号品牌的规范信念在老字号品牌产品设计来源对产品态度的影响中起调节作用。本研究拓展了老字号品牌产品设计的理论研究,为老字号品牌如何选择产品设计来源以改善消费者的产品态度提供了实践启示。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.
文摘Ⅰ.Basic Elements for Designing Brand Names in Agricultural E-commerce(Ⅰ)Target Customer Element Products are created for target customers;they exist to serve them and enhance their value.Therefore,the first step is to clarify the product's target customer positioning.Who are the target customers?What is their age range?What is their educational or cultural background?What is their spending capacity?What are their desires and needs?What value can the product bring to them?How wiU they perceive similar products?
文摘本文以Designed to move活动为基础,分析体育品牌体验对消费者行为(品牌忠诚)的影响,这种形式的品牌体验能够给消费者的生命资产和生活价值观带来影响,具有研究价值。本文采用Brakus的SEMs模型测量品牌体验,通过实证分析,探究了感官体验、情感体验、行为体验和智力体验与品牌忠诚之间的作用关系。分析发现,感官体验、行为体验和智力体验对品牌忠诚有显著的正向影响作用,与以往研究不同的是,在体育品牌体验中情感体验对品牌忠诚影响不显著,这对体育企业的营销活动和体验手段具有现实的指导意义。
文摘Brand identity is a key topic in fashion design and communication. It relies on several tangible and intangible elements, such as recognisability of trademarks and styles, of materials and processing details, on storytelling, values, testimonials, company history and so on. The evolution of communication strategies in the digital era, and of globalised markets, demands rational, evidence-based management of the public image of brands. This article offers a theoretical discussion of the structural elements which play a part in establishing the public identity of fashion brands in the era of digital communication, and an innovative approach to the evidence-based investigation of the identity of a number of fashion brands as perceived by customers. The approach proposed here is based on a mix of interviews exploring subjective brand awareness, and objective monitoring of visual attention through eye-tracking. The article also summarises findings obtained by applying this approach to several subjects exposed to communication artefacts produced by fashion brands in order to obtain some information of general interest regarding the factors that influence customers’ mental models.
文摘Brand visual design is not only an essential bridge for companies to convey their ideas and values but also a key factor in shaping the brand image and enhancing market competitiveness.However,a pervasive concern has arisen in society that many recent graduates in brand design and visual design cannot immediately meet the demands of the design industry.Despite attempts by scholars to reform courses and teaching philosophies,there are still significant shortcomings and gaps.Therefore,based on market orientation and supply-demand concepts,this study collected in-depth recruitment demands for brand design from 74 companies and conducted systematic summarization and analysis.It synthesized a demand model consisting of three major modules and 55 content points required by companies for brand design students.Based on these demands,adjustments and plans were made to the curriculum content,aiming to construct a teaching system that not only meets market demands but also enhances students’comprehensive qualities.The goal is to cultivate more outstanding talents capable of quickly adapting to and excelling in brand design work.
文摘近年来,AI设计爆火出圈并对人们的生活产生了巨大的影响。当老字号品牌遇到AI设计时会产生怎样的火花?深入研究AI设计老字号品牌产品的作用机理和消费者的产品态度对老字号品牌具有现实意义。本文将AI设计产品的理念引入老字号品牌的研究,通过设计四个情境实验,探讨了老字号品牌产品设计来源(AI v s.人类)对产品态度的影响、中介机制及边界条件。研究结果显示,老字号品牌使用AI(v s.人类)设计产品对消费者产品态度产生积极影响,其中新奇感起到中介作用。同时,老字号品牌产品设计来源对新奇感的影响受到品牌概念的调节及消费者怀旧倾向的再调节作用。此外,消费者对老字号品牌的规范信念在老字号品牌产品设计来源对产品态度的影响中起调节作用。本研究拓展了老字号品牌产品设计的理论研究,为老字号品牌如何选择产品设计来源以改善消费者的产品态度提供了实践启示。
