Research and Application of Emotional Design-based Visual Image Design for Catering Brands: Taking Hunan Cuisine Brand Furongge as an Example

Research and Application of Emotional Design-based Visual Image Design for Catering Brands: Taking Hunan Cuisine Brand Furongge as an Example

【背景】后疫情时代的到来，国内经济逐渐复苏和发展，人们的生活消费水平恢复并得到提高。同时，餐饮行业也持续发展复苏且规模不断扩大。对于设计师来说，如何有效地传达整个餐饮品牌形象无疑是一个挑战。【目的】探讨情感化设计在餐饮品牌视觉形象设计中的研究与应用。【方法】从情感化设计的概念和设计理念着手，并分析了情感化设计在餐饮品牌视觉形象设计中的重要性。对芙蓉阁品牌进行了品牌调性分析，明确了品牌的目标客户群体、品牌价值观和品牌个性。旨在为餐饮品牌的情感化设计提供理论支持和实践指导，为“芙蓉阁”品牌的形象设计提供可行性建议和实践经验。【结果】研究了基于情感化设计的餐饮品牌视觉形象设计，分析情感化设计相关理论和品牌形象设计相关理论，并结合餐饮品牌形象设计的案例分析和优劣分析，提出适用于“芙蓉阁”品牌的情感化策略，并以芙蓉阁品牌为例进行了实证研究。【结论】基于情感化设计的餐饮品牌视觉形象设计可以有效地传达品牌的情感价值，还能增强品牌的情感认同度、用户忠诚度，提升市场竞争力和品牌形象。成果对于餐饮企业在品牌视觉形象设计中采用情感化设计具有一定的参考价值，同时也为情感化设计在品牌设计中的应用提供了新的思路和实践路径。

[Background] The arrival of the post-epidemic era, the domestic economy gradually recovered and developed, people's living standards of consumption recovered and improved. At the same time, the restaurant industry also continues to develop and recover and expand. For designers, it is undoubtedly a challenge to effectively communicate the entire restaurant brand image. [Objective] In the history of art, some artists are in a state of being ignored, which is both normal and abnormal. The normal refers to that an art history is a history with both masking and exposure, while the abnormal means that some important artists are excluded from the vision of art history. [Method] Based on literature research methods, we organized articles and literature materials related to Gao Qipei, explored the origin of Gao Qipei's “Wonder-advocating” Thought in his painting from the perspectives of his career and personal experience and analyzed the “Wonder-advocating” Thought from multiple angles. [Result] There was an expression form of “Wonder-advocating” art in the Ming and Qing Dynasties, and Gao Qipei reflected the pursuit of “curiosity” taste from artists in the Qing Dynasty. Starting from Gao Qipei, the finger and pen have a distinction in painting. In his concept, the finger had many advantages over the pen, which prompted him to use the finger for painting and formed his own unique painting style. [Conclusion] It is revealed that Gao Qipei had a “brand new” understanding of painting art under the condition of “Wonderadvocating” Thought, which brought new vitality to Chinese painting art.