Abstract
Emotion can span the gap of human cognition, bridge cultures and enhance ties. This paper starts with the definition and understanding of emotion-based design, and analyzes the emotion-based design in KFC’s online and offline localized brand communication from perspective of instinct, behavior and reflection through literature research method, case analysis method, naturalistic observation method and interdisciplinary research method. The research covers interdisciplinary subjects, including marketing, design, psychology, etc., and analyzes the integration of disciplines embodied in emotional design, analyzes emotional conveyance and emotional appeal behind marketing in a more perceptual manner and pursue a new perspective for design and explore the reason for successful localization of a brand from connection between the emotion of users and communication of brand.
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Jiang, X., Zhang, F. (2021). Application of Emotion-Based Design in Brand Communication—Taking KFC as an Example. In: Markopoulos, E., Goonetilleke, R.S., Ho, A.G., Luximon, Y. (eds) Advances in Creativity, Innovation, Entrepreneurship and Communication of Design. AHFE 2021. Lecture Notes in Networks and Systems, vol 276. Springer, Cham. https://doi.org/10.1007/978-3-030-80094-9_58
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DOI: https://doi.org/10.1007/978-3-030-80094-9_58
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