品牌的定义不再仅是是视觉的符号,更代表了消费者的情感与生活方式。设计是情感的展现,从而赋予品牌更多的感情色彩。本文从产品再设计,品牌接触,品牌体验等方面,剖析了多个品牌塑造中的情感化设计案例,以期为品牌情感化设计提供可借鉴的方法和理论。时至今日,品牌已逐步从传播与促销,转移到情感与设计,品牌的发展正是情感价值的印证。在品牌传播上,无论是定位理论,还是USP、品牌个性理论,都离不开情感的因素。品牌情感化的价值在于 The definition of the brand is no longer just a visual symbol, but also represents the consumer’s feelings and lifestyles. Design is the manifestation of emotion, giving the brand more emotional color. This paper analyzes the emotional design cases in the branding of many brands from the aspects of product redesign, brand contact, brand experience and so on, in order to provide reference methods and theories for brand emotional design. Today, the brand has gradually shifted from communication and promotion to emotion and design. The development of the brand is the proof of the value of the emotion. In brand communication, both the positioning theory, or the USP, brand personality theory, are inseparable from the emotional factors. The value of brand emotion lies in