Brand Design's Integrality and Individuality (I)

In the corporate brand image management process, the brand's design style plays an important role. The so-called brand design style essentially refers to a unique quality or characteristic form of the brand, which is the brand's long-lasting element and performance. It can help consumers build brand awareness, generate brand awareness and brand association, help consumers distinguish products and link brand connotation with external design style. On the whole, the design style is mainly reflected in the era style, ethnic style and product style; in terms of the individual, it is mainly reflected in the four parts of sight, hearing, touch and taste.

First, the application of the overall design style

The style in literary theory mainly refers to the creative personality of writers and artists. The design style of a brand is the unity of commonness and individuality. It has distinctive personality characteristics and also has overall commonalities. This is mainly reflected in the era of brand design. Style, ethnic style and product style:

(a) the era of style

The scientific level, cultural concept, aesthetic consciousness, and value orientation of an era have been reflected in the design and embodied the era style of design. During the handicraft era, the era style of the design is represented by the product characteristics under the common handicraft production methods, such as the pursuit of decoration. Pay attention to skills, etc.; The emergence of large industrial machinery production, people are more in pursuit of the design function, it pursues simple modeling, functional structure and geometric forms, etc., all fully demonstrate the new aesthetic concepts and cultural awareness based on large industrial production conditions.

(II) Ethnic style

The national style of design is a manifestation of the design of a nation's cultural traditions, aesthetic psychology, and aesthetic habits. All human designs are deeply imprinted with the stigma of the nation. The national style is a manifestation of national temperament and spirit. Its formation often depends on the long-standing history of precipitation and the consolidation of ideas. From this perspective, it is relatively stable. At the same time, the influence of the era style has also formed a factor that incorporates renewal and adjustment. It requires that it must be represented in an image that suits the development of the times. Therefore, the national style is also constantly changing.

(III) Product Style

The product style forms a product-specific mental function, which reflects the perfect combination of the product's inherent quality and external quality. As the most basic and direct form of expression, it is precisely through the product style that people recognize the national style and the era style. Its formation, change and development are affected by the style of the times and the style of the nation, and at the same time, they also have a bearing on their formation. A certain role.

It is not difficult to see from the composition of the design style that the replacement and change of design style is actually the result of interaction between the era style, national style and product style. In the design practice, the pursuit of establishing a perfect style characteristic must be sufficient. Taking into account the combined effects of the three, organically convert and adjust the proportional relationship between them so as to achieve the realm of both characteristics and without losing the whole.

Second, the use of individual design styles

The performance of design style is one of the key factors for consumers and brand contact points. In terms of individuals, there are four parts: the visual part, the auditory part, the haptic part, and the taste sense.

(A) The visual part - product modeling enhance brand association.

The role of product and packaging modeling is very large. Coca-Cola's bottle styling has also become a part of brand equity, which not only enables consumers to generate brand recognition, but also enhances the brand association quickly, resulting in a huge marketing effect. A bottle turned into a trademark, a unique identification. Coca-Cola believes that in places where people are only around the world, some people know that this is Coca-Cola. The reason is that Coca Cola bottles are particularly easy to identify. The way to identify is through the modeling of style elements, not just the Coca Cola trademark. Coca-Cola's bottle shape is also known as "the world's most famous bottle." The initial success of the Marlboro Cigarette brand was not only due to his position as a brand for jeans, but also because he redesigned the packaging and changed the shape of the packaging to develop a rough-shaped cigarette case with a flap, which repositioned the brand as a manly style. symbol of. The unique shape design of Apple Computer immediately attracted people's attention and was recognized by people. As a result, marketers’ marketing goals are quickly completed.

As a visual symbol, modeling is also an important source of global brand recognition. Different from the brand name, compared with the brand name, it is easier to cross cultural differences and cause a certain brand association. Such as China's Great Wall, in a sense, the Great Wall is also a certain brand symbol in China. There are various types of styling, but we must consider the following four aspects when formulating a brand strategy:

1 Corners: Corners are objects that contain a certain angle, and graphics have no sharp corners. This type will produce different brand associations. The circle is usually associated with harmony, tenderness, and women, and the square is usually associated with strong, strong, conflicting and male.

2 symmetry. Symmetry can produce balance, which is the main factor in evaluating the visual attractiveness of an object. Symmetry brings order and eliminates tension.

3 Proportions: Rectangles can broaden their horizons, so they can capture more scenes and produce dominating aesthetics. Therefore, the proportion is another major factor affecting our understanding of styling.

4 Size: Personality is usually incorporated into a specific shape. A large-size shape is considered strong and small. We consider it to be thin and weak. Many companies express their brand strength, vitality and effectiveness through their size.

In addition, the use of color, font for brand recognition is an important part of the visual component. To integrate brand communication, color is one of the key points of its brand image. Company uniforms, company walls, advertising, and packaging all use color to attract consumers' attention to the brand. Fonts are one of the visual elements we see everywhere in the integration of brand communication. Promotional products, cards, packaging and terminal displays and other symbols in various shapes and colors. There are also countless types of fonts. They can also represent endless imaginations and can express various design styles. Fonts are a unique style. They can attach representative feelings to words or letters, and of course they also express certain meanings. The font itself has a certain shape so that it can produce some sort of cognition. High and narrow fonts are very elegant; large and round fonts are very affectionate; hand-written fonts can express the company's people-oriented values; capital letters can reflect authority and aggressiveness; lower-case letters will give people a brave, plain impression .

(to be continued)