Cultural and Creative Brand Narrative and Visual Image Construction Based on Design Aesthetics

Taking Shanghai Disneyland as an Example

Abstract

In the dynamic landscape of the burgeoning global cultural and creative industry, the scientific rigor and operational efficiency of cultural and creative product development processes, alongside the distinctiveness and impact of brand cultivation, have emerged as decisive factors for the industry's prominence in the cutthroat market competition. This scholarly inquiry takes Disney, a vanguard in the cultural and creative domain, as the research subject, conducting an in - depth exploration of its cultural and creative development paradigm and brand - shaping strategies underpinned by design aesthetics. Through meticulous analyses of Disney's classic cases, this paper expounds upon the pivotal role of design aesthetics in aspects such as the generation of creative concepts for cultural and creative products, design manifestation, and brand image construction. It further unveils the mechanisms through which Disney elevates product quality and fosters a robust brand by optimizing its development processes, thereby offering valuable insights and inspiration for the advancement of the global cultural and creative industry.