Narrative Brand Design in the Field of Emotional Consumption

-- Take Guanxia Brand as an Example

Abstract

With the continuous development of society, people's consumption concepts are also changing. For consumers, when purchasing goods, they must not only satisfy the use value of the goods themselves, but also have higher emotional expectations for the goods. Through the narrative design analysis of the Guanxia brand, this article deeply explores the emotional value and humanistic value conveyed by the Guanxia brand in the visual design, and provides a new design idea for the national fashion brand visual design, to enhance the product brand image. and added value, enhance consumers' emotional consumption of products, and combine narrative design with brand concepts, consumer psychology and other aspects. In this way, we explore the relationship between emotional consumption and narrative visual design, and re-examine consumer-centered design research.