BIFCA

School of Visual Communication

Dissertation title "Unlocking Happiness: The Role of Fun and Lively

Branding in Easing 30s Emotional Fluctuations"

Module Code VIS6037

Student name Han Bowen

Student Number (BCU) 2024210324

Dissertation tutor’s name Anurag Basak

AOP tutor’s name Zhu Zhangying

Word count 6276

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Abstract

Emotional release is a product of the current social development, is through the design of the positive emotions given to the
creation of art, emotional expression as the centre of the concept of practical art This paper seeks to find out the role of
interesting and lively brand in alleviating the mood fluctuations of 30-somethings through the study of the concept of
emotion, brand design and lively brand tone, respectively from the emotional relief, lively brand tone and the three levels of
brand visual image to discuss specific research. The three dimensions of brand visual identity are discussed in the study. I
researched the theory and used data analysis and case studies to study the role of emotionally soothing brands. Firstly, I
explore the way of emotional relief and the specific characteristics in brand design, and summarize the visual characteristics
of emotionally soothing brands in terms of graphic composition, colour composition and material texture; secondly, I
analyze the lively and interesting brand tone; finally, I investigate the specific characteristics of emotionally soothing
brands, analyze and sort out the characteristics of the users, and grasp the characteristics of high consumption and emotional
needs of a large number of young consumers in the new era, and construct a brand with emotional relief. Finally, we
investigate the specific characteristics of brands with emotional relief, analyse and sort out the user characteristics, grasp the
characteristics of high consumption and high emotional needs of a large number of young consumers in the new era, and
construct a lively and interesting brand design and peripheral product design under the concept of emotional relief. We fully
understand the characteristics of the application of the concept of emotional relief, and explore the design mechanism of the
lively brand with emotional relief in an all-round way. In this thesis, the background, visual characteristics and brand values
of emotional relief brands are studied. It is hoped that it can help the design industry to create works that satisfy the
emotional needs of the audience in the current era, and bring inspiration and new thinking to brand design.

Table of contents

Abstract
Introduction
Chapter1: Background Research on Branding and Emotional Release
Chapter2: Lively brand tone and visual qualities
Chapter3: Characteristics and Practical Applications of Emotionally Soothing Brands
Conclusion

Introduction (700 words)

Emotional release is a product of the current social development, is through the design of the positive emotions given to the
creation of art, emotional expression as the centre of the concept of practical art This paper examines the concept of
emotional concepts, brand design and lively brand tone and other related concepts. This study is an attempt to explore the
emotional soothing and lively brand design. Through a combination of theoretical research, practical case studies, personal
experience and literature review, we aim to explore how themes can be deepened through choreography. This research
consists of three distinct parts. The first part is a background study of branding and emotional release. The second part,
Lively Brand Tone and Visual Qualities, scrutinises the qualities of a lively brand and its visual characteristics, and explores
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the related content implications through relevant literature and analysis of actual case studies. The final part of this study is
the characteristics and values of emotionally soothing brands.

This study aims to examine the theoretical aspects of brands with emotionally soothing traits and to analyse and study the
visual aspects of brands with lively brand tone. It further provides an understanding of the role of lively brand design in
emotional release. This enables people to focus on visual branding while gaining a new psychological experience, to better
combine emotions with visual branding, to understand the role of lively and interesting visual images for emotional release,
and to promote the development of brands with emotion-releasing features in the market.

Main chapters (altogether 4800 words)

Chapter 01 (1600 words)

As a guide this chapter should engage with existing theory and relevant designer’s and
practitioner’s work. It should further define your dissertations aim of study.

Chapter 1:Background research on branding and emotional release

1.1 Background of the emergence of emotional brands

According to the trend of public sentiment, the report divides the public sentiment curve during the recurrence of the
epidemic this year into denial, anxiety and acceptance periods. Generally, the period of public emotional changes is shorter
during the period of denial. During the period of anxiety, the public's mood continues to be depressed, and the mood needs a
long recovery period. During the acceptance period, public sentiment will slowly continue to decline, with little room for
rebound. At present, consumers who are in the acceptance period have generally begun to return to their families and
embrace real social interactions. 10.6% of netizens expressed their desire to return to their families as soon as possible, and
30.5% of netizens expressed their desire to engage in outdoor activities with social attributes, including cycling, Niche
sports such as camping, Frisbee, and land racing are very popular.

Whether it is negative or positive emotions, there is an empathy value, which represents the difficulty of establishing
empathy for a single emotional element. When a brand is marketing, if it appropriately uses emotional elements with high
empathy values, it will quickly bring them closer distance between the brand and consumers and establish emotional
resonance. To put it simply, the ways to build empathy can be divided into two types: positive catering and negative
motivation. The former refers to catering to consumers' current positive or negative emotions, while the latter refers to
stimulating consumers' current negative emotions and encouraging them to bring positive hope to consumers.

Li argues that "Brand perception has a significant impact on customers' in-role behavior and extra-role behavior, but this
impact is mainly reflected through the mediating role of relationship emotions." (Li, 2015). In addition, brands can also
learn from product design and Start by providing relevant services to touch consumers' emotions, such as through color
(different colors can convey different emotional expressions), smell, green plants, senses, etc., allowing consumers to
release stress, digest negative emotions, and find their inner self. of peace and balance.

Whether it is negative or positive emotions, there is an empathy value, which represents the difficulty of establishing
empathy for a single emotional element. When a brand is marketing, if it appropriately uses emotional elements with high
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empathy values, it will quickly bring them closer distance between the brand and consumers and establish emotional
resonance. To put it simply, the ways to build empathy can be divided into two types: positive catering and negative
motivation. The former refers to catering to consumers' current positive or negative emotions, while the latter refers to
stimulating consumers' current negative emotions and encouraging them to bring positive hope to consumers.

1.2 Three brand models with emotional release qualities

Facing this complex and ever-changing social environment, users have stronger emotional needs and pay more attention to
their inner emotional identification. Under this trend, brands are increasingly focusing on returning to users’ emotional
appeals and delivering the power of warmth through healing marketing. The so-called healing marketing is not a mystery. It
means that brands should focus on occupying users' minds, transform marketing from "outward" to "inward", and actively
enter the inner world of users. The brand plays the role of healing the soul, conveying penetrating content through warm and
cute emotional elements, arousing mental resonance among consumers. Looking at the development path of healing
marketing in recent years, although there is no clear stage division, we can also summarize the changes in three major
models.

First of all, the first model is to launch healing products with high appearance and emotional significance. The essence of
the brand is to communicate from a visual and tactile perspective to satisfy consumers' sensory experience. The second
model is compared to the product model. Healing Power Marketing 2.0 adds healing communication and interaction
scenarios to attract users to participate in interactions. The most typical one is the well-known healing mobile game "Travel
Frog", which combines warm style, forest scenes and cute frogs, and guides players to "suck frogs" to create a sense of
family-like companionship for them. The third mode is the Healing Marketing 3.0 mode, which is also an advanced method
of healing marketing. At this stage, the brand communicates from a higher perspective: creating content and creating
companionship by directly targeting social group images and focusing on social issues with a sense of life. value to achieve
the purpose of healing the user's soul.Brands must break through marketing myopia and rethink their relationship with
consumers. The relationship between brands and consumers is not a simple one-time purchase and sale of goods, but a
friendship based on long-term communication and collision of values. But emotions are abstract. At this time, it depends on
the brand to create a visual and participatory sense of ritual. As the spice of consumers' lives, the sense of ritual is also the
regulator for brands to stir up consumers' hearts, helping to establish the audience's emotional connection with brand
recognition. "Life scenes" are the best marketing energy field. From the subway, the office to the dining table, they are all
life touch points that consumers must come into contact with every day, and they are also the natural communication
amplifiers of the brand. Therefore, brands must gradually return to the "most real life of users" for marketing and penetrate
into the public's lifestyle. Daily scenes are more native and closer to life, and are more recognized and accepted by the
audience, which can create an immersive experience for consumers.The blessing of warm and healing content can easily
make users' emotional resonance with marketing turn into recognition of the functional value of the brand. Emotionally
soothing marketing makes commercialization invisible. Products become the link between the audience and the brand, and
brand information naturally enters the hearts of the audience. Emotional soothing marketing, as a warmer marketing
method, achieves a high degree of unity between user value and commercial value.
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Figure 1. The healing mobile game "Travel Frog" gives people a soothing and warm feeling

1.3 Current consumption status of brands with emotional release properties

Life has more and more "uncertain" factors. Under such a predicament, Vantage hopes to convey this concept to the public.
Don't be too anxious about the obstacles ahead. Life needs to be relaxed and relaxed, and we must learn to change from the
busy and fast pace. Take a short break from work and see more beauty in life.Consumption that releases emotions often
does not cost much, but has healing effects such as getting rid of loneliness, alleviating anxiety, and finding warmth. It is a
new species between anxiety and lying down. It often includes: healing content that can give comfort, soothe people's hearts
and give people the motivation to move forward. In order to relieve stress and anxiety, in addition to healthy living habits,
how people consume has also become a focus. Li argues that “Features such as the directness of emotional expression and
the metaphorical function combined with culture can bring more attention to the packaging during the sales process, thereby
promoting the sales of brand products” (Li, 2022). Those that do not cost much, but are good-looking, High-quality goods
that are fun, easy to use, and have obvious healing effects are obviously more acceptable to young people than impulsive
wild consumption or slightly tight rational consumption. The brand positioning is closely linked to "beauty and healing",
and the company has deeply cultivated products that can bring emotional release. It has also fully increased its investment in
e-commerce platforms, striving to adapt to and lead this fierce wave of healing consumption boom. The increase in
consumer demand for soothing emotions not only gives the brand a new development direction and tone, but also promotes
the upgrading of consumer business formats." Business analysts pointed out that as a "healing carrier" nowadays, it is not
just a certain product , is the presentation of a brand-new business format, which is closely related to the satisfaction of
consumers’ spiritual needs and spiritual comfort such as art and aesthetic education. The “post-95s” to “post-05s” groups in
the country account for approximately 18.9% of the total population. As natives of the mobile Internet, this group of people
grew up in an era of material affluence, but are constantly lonely and anxious. The rise of the healing economy determines
that the main model of this industry is to relieve consumers' stress and provide relaxation places and products. and services.
From a business perspective, first of all, an emotionally soothing economy or an emotionally soothing leisure experience
requires sufficient cultural creativity and content. Only with good content and good products can we create a differentiated
and personalized new business format to meet the needs of consumers. Diversified needs; secondly, with the continued
development of the healing economy, future models may tend to be customized, unique and segmented, so breaking the
pleasure of consumption and improving the depth of products and services have become the focus." Currently, the emerging
soothing mood Both the industrial model and industry standardization of China's economy are not yet perfect. Although the
development prospects and market demand are considerable, regulatory authorities and consumers should also be vigilant to
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prevent the spread of false needs that use "relieving emotions" as a gimmick, and more scientifically Guide the healthy
development of the "emotional economy" so that it avoids becoming a gimmick created by businesses and brands, and
instead becomes a more diverse choice for consumers in the new consumer market.

Chapter 02 (1600 words)

As a guide this chapter should show relevant research including primary and secondary
research as well as deeper analysis of the key findings around the theme/topic you
established in chapter 01.

Chapter 2: Lively brand tone and visual characteristics

2.1 Characteristics of lively visual design

Lively visual design arranges layers of different design elements. If all elements in a design are the same size, there will be
no hierarchical distinctions. Use layers to create dynamic, interesting, and dramatic effects effectively and easily. It allows
viewers to quickly know what the focus of your work is.

Visual weight refers to the design technique that makes one element stand out from other elements, in other words, high
contrast. Liu argues that “Designers and audiences communicate in the way of “seeing”, and through the expression of
visual language, they combine common graphics, images, text, colors, etc. in life, and on this basis develop creative designs,
and finally To achieve the purpose of information dissemination” (Liu, 2023) The element with the most visual weight in
the design (usually the main focus of the design) does not necessarily have to be the largest element on the page. You can
use color, texture, shape and other characteristics to distinguish or highlight some element.

Many people want to fill the entire layout as much as possible when designing, but you need to know that margins play a
very important role in designing a balanced layout, as it can summarize and organize various design elements. When you're
working on a complex layout, leave white space around important elements (it doesn't have to be white, of course). This will
draw the viewer's attention to those elements and provide effective contrast with the rest.

2.2 Lively brand tone

Some brands with lively visual images usually use color modes of light and dark contrast and tonal contrast to enhance the
visual impact of the brand image.

The second is to choose different fonts. When choosing more than one font in the design, you must ensure that these fonts
can form an effective contrast. The so-called effectiveness means that these fonts can first be visually distinguished from
each other, and the various differences between them can have different functions.

Clever use of repeating elements and patterns can create focus and visual interest just like proportional divisions, and
repeating visual themes can also make a design more effective. Qi argues that "The emergence of different design languages
enriches the connotation of brand visual design." (Qi, 2022)

Every design in a brand requires a certain organizational structure. Text needs to be arranged together in a certain way,
various elements need to be placed in certain places in the layout, and the distribution of white space needs to be carefully
determined. While coherence is key to a unified design, purposefully and appropriately disrupting some elements can create
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interesting contrasts.

Purposefully organizing elements can show your audience how they relate to each other, and can also give your design
layers of content, making them easier to understand. In addition, you can create contrast through quantity, such as adding a
single element between groups of elements or adding a group of elements among several individual elements, which will
make this or this group of elements the focus.

The brand colors are clear. Brand color plays a major role in packaging, and the visual image of the brand is clear and clear.
Consumers often have a sense of identification with familiar things, and they are willing to buy familiar products. With the
color of the brand as the leading factor and the color that highlights the personality of the product as the supplement,
consumers can identify the brand at a glance. In addition, this kind of repeated bombardment of consumers with brand
colors can further deepen consumers' awareness of the brand. Lively brands generally have bright and clear brand colors,
which can leave a deep impression on consumers.

After making the product attract consumers through the color of the front packaging, our next goal is to further guide
consumers to become interested, so we need to study the graphic design of the packaging. Graphics is another visual
language after color that does not require any verbal annotation. It can directly convey information to consumers. After
making the product attract consumers through the color of the front packaging, our next goal is to further guide consumers
to become interested, so we need to study the graphic design of the packaging. Graphics is another visual language after
color that does not require any verbal annotation. It can directly convey information to consumers.

The graphics are novel and show the personality of the product. Strange graphics always induce consumers to explore its
special features, deepening their impression in the process of exploration. The graphics that can meet this requirement are
illustrations. Illustrations can express reality or an unknowable surreal fantasy, and bring interest and humor to consumers
by exaggerating the characteristics of certain things or certain exaggerated expressions.

People are always eager to try novel packaging with unique shapes and special materials. To achieve this goal, not only the
designer's bold imagination is required, but also familiarity with packaging materials and processes. Designers must have an
exploratory mentality, boldly try new materials, mixed materials, and environmentally friendly materials, and break away
from the traditional three-dimensional space relationship to design boldly. Therefore, lively brands generally have unique
packaging and styling.

2.3 Existing brand characteristics with lively visual qualities

The dessert brand name of FamilyMart convenience store is "minimore". The LOGO is mainly based on the brand name
"minimore", and the letters are presented in a standardized and neat form. Among them, the "m" in the word "more" is
designed to be deformed. The letter "m" is drawn in a casual handwriting style, which is in sharp contrast to the regular font.
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(Figure 2)According to the official explanation, this casual touch also alludes to the application of sauce and the honey at

Figure 2. FamilyMart dessert brand “minimore”

the end of the process. The brand color adopts lively yellow, which visually reflects the healing and pleasure that desserts
bring to people. The packaging design focuses on a lively and concise style, and the color matching is designed according to
different product tones. Among them, the "minimore" font LOGO and product name are located in the center of the
packaging bag. The desserts are designed with transparent packaging bags, allowing consumers to see the food itself more
intuitively. And according to the shape of the dessert food, color block patterns are added to make the whole visual more
vivid and lovely. (Figure 3) Like vanilla custard bubblesFu uses lively yellow for matching, which is the same color as the

Figure 3. Vivid packaging design for desserts

food itself, making it more visually harmonious. FamilyMart has created a lively and healing dessert brand image by
refining its brand categories. The design still adheres to the brand's minimalist style and extends it based on the food itself.
The simple design well demonstrates the brand's tone. (Figure 4) Such brand design can not only make the brand image
vivid and energetic, but also makeThe brand image is more deeply rooted in people's hearts and won people's love. In this
way, the use of lively color matching, vivid font design and packaging design can effectively display the visual
characteristics of the brand.Appropriate brand image style and interpretation methods can highlight the competitive
advantages of the brand, show unique aesthetic characteristics in brand operation, effectively reflect the brand subject, and
establish and maintain brand identity. To truly realize the value of the brand, the emotions generated by customers in the
experience of purchasing and using products are continuously strengthened, superimposed and accumulated, maintaining
and protecting the brand, creating a distinctive brand personality through brand design, satisfying customers' emotional
demands, conveying and stimulating The user has a certain fit or resonance with his or her past life experience or behavior,
which makes the consumer's inner feelings tend to be pleasant and elevated, and obtain meaningful psychological cues such
as intimacy, pleasure, comfort, dignity, safety, freedom, and vitality. The transmission of emotions creates brand
connotation and maintains customer loyalty and satisfaction with the brand. This is where the emotional value of brand
design lies. By changing the interpretation, color, shape, material, etc. of the brand visual image, launching a series of brand
visual images that make consumers covet is a necessary means for companies to break product homogeneity and establish
emotional bonds between brands and consumers.
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A brand's logo and visual identity include many visual elements such as shapes, symbols, numbers and text. However, the
element that people remember the most is color. In fact, color can increase brand awareness by up to 80%. A large number
of studies on the relationship between color and brand show that consumers can make more than 90% of product choices
based on color alone. Because color can influence how consumers perceive the personality embodied by a brand, the
relationship between a brand and color largely depends on whether the color provides an appropriate representation of the
brand. A brand has lively visual characteristics and needs to choose a brand color that suits its own brand.

Figure 4. A visual system with the same color system as the food itself

The brand visual image should be shaped around the brand, and corresponding changes should be made as the brand
products are updated and iterated following the principle of progressive innovation. Brands need visual image design to
show uniqueness and break brand homogeneity, so a unique brand visual image is very important. The creation and
improvement of brand visual image is not only based on aesthetic considerations, but also needs to be combined with
marketing, psychology and other fields to make it easier to create a brand visual image that stands out among many brands.
The shaping and improvement of the brand visual image is to stimulate potential users through various image symbols,
thereby establishing a distinct brand image in the mental model, achieving psychological resonance between the brand
information and the target users, and through long-term publicity, the brand will gradually be subtly The concept of brand is
deeply rooted in people's hearts. Lively visual branding usually creates such a good brand image and attracts customers'
attention.

Chapter 03 (1600 words)

As a guide this chapter should outline how your established knowledge can and has been
applied to your own practice within this module as well as your potential future work.

Chapter3: Characteristics and Practical Applications of Emotionally Soothing Brands

3.1 Background of the creation of emotional soothing brands

As China's economy takes off rapidly and the Internet develops more and more, some contradictions have also emerged. On
the one hand, the development of the Internet has expanded people's communication space and increased opportunities for
interpersonal communication. On the other hand, it has eliminated many interaction patterns in traditional society and
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replaced them with the flattening, fragmentation and non-presence of today's social interactions. Ma argues that “ In the
information age, cultural communication methods have shown a trend of fragmentation and diversification, and people’ s
consumption concepts have upgraded from “ functional ” to “ emotional. ” (Ma, 2022) Therefore, in the information age,
loneliness does not It has not disappeared or attenuated, and people's anxiety has not been reduced or resolved. On the
contrary, under the dual pressure of workplace competition and urban life, young people's anxiety begins to spread and
penetrate into all aspects of their lives.

Chang argues that "With the rapid development of social economy, people have accumulated long-term negative emotions
under the influence of strong market competition pressure and fast-paced lifestyle environment, leading to many people's
psychological sub-health problems." (Chang, 2022) At the same time, Today, the number of people living alone in China
has exceeded 100 million. Many people either actively or passively eat, sleep, work, and live alone. However, deep down,
they still long for emotional comfort in interpersonal communication. As a result, healing products and services that can
provide comfort and relieve loneliness have emerged, which also bring unprecedented imagination space to brand
innovation.

The reason why emotionally soothing works have been loved by so many people for so long is mainly related to the current
social pressure, psychological state and emotional needs. In modern society, people face a variety of pressures and
challenges, such as work pressure, competition pressure, interpersonal pressure, etc. These pressures can have a negative
impact on individuals' psychology and emotions. The popularity of emotionally soothing works and concepts can be seen as
a means of emotional response and mood regulation, providing a way to escape the stress of daily life and find inner peace.
Such works usually focus on elements of warmth, relief and pleasure, and bring a sense of spiritual healing and relaxation to
the audience through soothing storylines, cute characters, beautiful pictures, etc. Emotionally soothing works can help
people temporarily escape from the stress and troubles of reality, enjoy relaxed and peaceful moments, and regulate their
mental state through the positive emotions and values contained in them. In this fast-paced and stressful society, this gentle
anThe popularity of emotionally soothing works can be seen as a reflection of psychological needs. People are eager to
relieve stress, seek emotional relief and calm through such works, so as to improve their mental health and happiness. Our
current social environment is paying more and more attention to spiritual and emotional messages. Whether in life or work,
don’t forget to “heal” yourself from time to time, even if you just stop and listen to a favorite song; buy yourself a drink The
coffee you love to drink is an expression of "healing" yourself and loving yourself. At this moment, it has flowed into
people's hearts in a gentle and soothing way. Therefore, more and more emotionally soothing works and brands appear in
the public eye.d comfortable experience becomes an emotional comfort and inner nourishment.

3.2 Characteristics of emotionally soothing brands

The increase in consumer demand for soothing emotions has not only given the brand a new development direction and
tone, but also promoted the upgrading of consumer business formats." Business analysts pointed out that as a "healing
carrier" nowadays, it is not just a certain product , is the presentation of a new business format, and behind it is closely
related to the satisfaction of consumers' spiritual needs and spiritual comfort such as art and aesthetic education. A brand
developed from Beijing, a flower shop that does not sell flowers, believes that plants have A magical company. However,
Super Plant Company is more like a creative brand that uses "plants" as a carrier for design and emotional expression. Some
media call it "a super spiritual antidote for urban workers." "Relaxing Pine" means " "Relax", "canned pineapple" means
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"never give up", and the lucky bamboo named "Jie Chuang Youth" and other humorous and interesting slogans have hit the
nerves of young people. (Figure 5) In addition, Lanren convenience store also A brand that focuses on soothing emotions

Extracting the element of "laziness" as the core of creativity, the concepts and products created are relevant to today's young
people. The packaging of this brand's products has the characteristics of healing and soothing people's emotions.Chen
argues that "Healing packaging starts from humanistic feelings and realizes emotional experience interaction, which can
effectively relieve psychological pressure and meet consumers' emotional needs." (Chen, 2020) For example: the "Hold the
Green Horse"

Figure 5. Super Plant Company’s branded products

pendant that everyone needs during the epidemic ; "Special Banana Green" and "Banana Head Rotten" decompression toy
series; Too lazy to go to work series of refrigerator magnets... (Figure 6) These brands are very creative and produce
products that relieve people's stress and emotions through design.

Figure 6. Lanren convenience store brand products

3.3 The value of emotional soothing brands

There is an ABC theory in social psychology, which believes that human attitudes are composed of three elements: emotion,
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behavior, and cognition. Emotion is emotion, the first link in the theoretical chain. Brands complete an emotional building
by influencing emotions and moods, then influencing behavior, and ultimately forming cognition.

To a certain extent, people are a combination of emotions. Most of the time, it is "perceptual emotions" that resonate, rather
than "rational logic." Therefore, the key to building an emotional connection is "ignition" - igniting emotions, and through
Spontaneous communication among users forms a group effect and opens up the emotional context of different groups. It
contains three core elements - emotional insight, brand value positioning and brand communication strategy.

Faced with this complex and ever-changing social environment, users have stronger emotional needs and pay more attention
to their inner emotional identity. "To become more competitive, fashion retailers employ emotional branding as a way to
engage their customers, addressing the growing trend of consumers' seeking emotional relationships with a brand.” (Youn-
Kyung, 2019) Under this trend, brands are increasingly focusing on returning to users’ emotional appeals and delivering the
power of warmth through healing marketing. The so-called healing marketing is not a mystery. It means that brands should
focus on occupying users' minds, transform marketing from "outward" to "inward", and actively enter the inner world of
users. The brand plays the role of healing the soul, conveying penetrating content through warm and cute emotional
elements, arousing mental resonance among consumers.

The group symptoms under the development of the times have given more attention to spiritual things an opportunity to
develop, and the healing economy that pays for emotions has become a new necessity. Emotions that need to be healed,
such as getting rid of loneliness, alleviating anxiety, and finding warmth, are urging the birth of more and more new species
and the upgrading of old species. This is the value and meaning of a brand that can soothe emotions.

The group symptoms under the development of the times have given more attention to spiritual things an opportunity to
develop, and the healing economy that pays for emotions has become a new necessity. Emotions that need to be healed,
such as getting rid of loneliness, alleviating anxiety, and finding warmth, are urging the birth of more and more new species
and the upgrading of old species. This is the value and meaning of a brand that can soothe emotions.

Emotionally soothing brands are oriented toward interactive experiences and scene-based interactive content, participating
with consumers to enrich brand content. When building products, we can not only start with the product itself, but also
enhance the consumer experience through the product delivery process, product after-sales and other aspects, and establish a
stronger emotional connection with consumers. The specific operation forms include the presentation of emotional values
such as identity labels and brand character settings. The brand focuses on authoritative and multi-party attractive content
with high-quality content. Through detailed and true descriptions of products, it establishes our sense of identity with
Eastern culture and generates the image and identity of the brand. The main form of operation is to package products with
cultural concepts, visual packaging, product services and other contents to present the emotional value of the brand. Brands
are not just selling products, but truly empathizing with consumers from their perspective. The brand takes "we" as the main
perspective and the identity type as the content direction. The brand is not a third party separated from consumers, but a
"we" integrated with consumers. The specific operation forms are brand image recognition, value concept recognition,
Presentation of emotional value such as brand cultural identity. The values of the emotionally soothing brand are based on
value-shaping content direction based on true perception. Recognition of brand values is the highest pursuit of brand
content. The specific operation forms include the presentation of emotional value such as concrete scenes, brand social
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behaviors, and KOL output.

Conclusion (500 words)

Modern Chinese cities are getting bigger and bigger, and everyone is becoming impetuous. The body and mind are agitated
in the whirlpool of society, emotions are breathing in the cracks of depression, and there is a lot of pressure accumulated in
the body and mind. The power of healing can give the body and mind a rest. Continuous, long-lasting comfort. Just like
people who have been walking in the desert for a long time need water, we in this society also need the nourishment of the
soul and the comfort of the soul to avoid the harm caused to ourselves by the intense release of emotional and emotional
pressure. Facing this complex and ever-changing social environment, users have stronger emotional needs and pay more
attention to their inner emotional identification. Under this trend, brands are increasingly focusing on returning to users’
emotional appeals and conveying warmth through emotionally soothing marketing. The so-called emotionally soothing
brand marketing is not a mystery. It means that the brand should focus on occupying the user's mind, transform marketing
from "outward" to "inward", and actively enter the user's inner world. The brand assumes the role of soothing emotions and
healing the soul, conveying penetrating content through warm and cute emotional elements, arousing consumers' mental
resonance. From a business perspective, first of all, a soothing emotional experience requires sufficient cultural creativity
and content. Only with good content and good products can we create a differentiated and personalized new business format
to meet the diverse needs of consumption; secondly, with the With the continued development of soothing brands, the future
model may be biased toward customization, uniqueness, and segmentation. Therefore, breaking the pleasure of consumption
and improving the depth of products and services have become the focus. As more and more consumers have increasing
demands for their own happiness and sense of value, the concept of soothing emotions is also experiencing new growth with
the attention of more brands. For example, in the consumer category, Miniso regards "soothing emotions" as the focus of
communication. Whether it is in-store design, product upgrades, or the launch of micro-movies and the recently popular
"Healing Smiley", its brand positioning is aligned with "beautiful and emotional Soothing” are closely related. Therefore, in
the process of designing the concept of emotional soothing, I need to combine these points to design a brand that can
substantially relieve people's emotions, provide people with more emotional value, and bring warmth. In the process of
brand design, I will pay attention to deep brand building and let feelings bring healing. Feelings are a powerful force. Some
of the current "emotional consumption" is more like emotional consumption. The sudden climax of tears filling the eyes is
actually just a joke. Brand building is to focus on long-term relationships, accumulate trust in long-term relationships,
establish emotional and value identification bonds with consumers, and allow the brand to establish an irreplaceable
position in their minds.I will control the overall brand tone and integrate soft color matching, interesting packaging, and VI
design into the brand design. Build the brand into a brand that can release people's emotions.

Bibliography (References)
A minimum of 10 references

Farhana, Mosarrat. (2021). Brand elements lead to brand equity: Differentiate or die. Information Management and
Business Review. 4, 222-233.
Liu Chengjun, Gao Tingting (2022). Research on the application of psychology in visual design. MA Thesis, Nanjing
BIFCA
School of Visual Communication

University of Technology.
Li Fangping (2022). Emotional communication of font design in brand packaging. MA Thesis, Taiyuan University.
Li Wenjuan (2015). Research on the impact of brand perception on customer role behavior from the perspective of
relationship emotions. MA Thesis, Zhejiang University.
Liu Xingshan (2023). Negotiating cultural brand identity from the perspective of visual communication. MA Thesis, Putian
University.
Qi Mingming, Que Qingfeng (2022). Exploring the dynamic trend of brand visual design. MA Thesis, Xinjiang Engineering
College.
Chang Wanting (2022). Research on healing image collection and innovative design. MA Thesis, Northern University of
Technology.
Ma Luming, Zhu Yufan (2022). Applied research on healing emotions in IP design. MA Thesis, Wuhan University of
Technology.
Chen Sha, Fu Yinshuang, He Ting, Hou Songlei, Zhao Yue, Zeng Taiying (2020). Healing packaging design based on
emotional experience. MA Thesis, School of Publishing, Printing and Art Design, University of Shanghai for Science and
Technology.
Kim, YK., Sullivan, P. Emotional branding speaks to consumers’ heart: the case of fashion brands. Fash Text 6, 2 (2019).
https://doi.org/10.1186/s40691-018-0164-y

List of images
Between 5 to 10 images

Figure1.Hit-Point (2017) .Traveling Frog.Available at: https://www.yunyingpai.com/extend/624909.html [Accessed 21

October 2023]
Figure2.Logods (2023) .FamilyMart releases new logo.Available at: https://www.4anet.com/p/11v741c5114fb4a7
[Accessed 23 October 2023]
Figure3.Logods (2023) .Well-known convenience store chain FamilyMart releases new logo.Available at:
https://zhuanlan.zhihu.com/p/626904447 [Accessed 23 October 2023]
Figure4.Logods (2023) .FamilyMart releases new logo.Available at: https://www.sohu.com/a/670337171_100723
[Accessed 23 October 2023]
Figure5.Wang Wan (2021) .Super Plant Company's Branded Products.Available at:
http://news.winshang.com/html/068/9815.html [Accessed 24 October 2023]
Figure6.Yi Rui (2022) .Super Plant Company's Branded Products.Available at:
http://news.winshang.com/html/069/8807.html [Accessed 25 October 2023]