Emotional Design of Brand IP based on Semantic Cognition

This study utilizes factor extraction method and factor analysis to investigate the demand position of China Brand IP emotional preference, and build a reference system suitable for China Brand IP image. Using a semantic-emotional word classification method, the group’s emotional perception preferences for brand IP images were systematically validated. The 7-point Likert scale analysis was used to extract the semantic meanings of three public factors, namely “emotional experience factor”, “trendy factor” and “personality style factor”. These three public factors explain the emotional perception preferences of local consumers towards representative brand IP images. This study also analyses the emotional cognitive positioning of brand IP images and provides effective design references for brand IP images towards marketing strategies and optimizing design.