Brand image design on consumer bipolar disorder based on cognitive psychology

• Published in: CNS spectrums Vol. 28; no. S2; p. S16
• Main Authors: Zhang, Han, Zhu, Yajuan, Zhu, Qiongyu
• Format: Journal Article
• Language: English
• Published: New York, USA Cambridge University Press 01.10.2023
• Subjects: Abstracts; Bipolar disorder; Brand image; Cognitive psychology; Consumers; Senses; SWOT analysis
• ISSN: 1092-8529; 2165-6509
• DOI: 10.1017/S1092852923002882

Background Brand image design starts with sensory stimulation. Consumers experience the brand image, recognize the brand, and purchase goods through their senses, which is a comprehensive experience. Eliminating psychological barriers requires starting from an emotional perspective, as brand emotionalization often occurs from the beginning of user contact, and is conveyed through the senses to establish a “sensory” level emotional experience. This study utilizes cognitive psychology to analyze consumers’ bidirectional emotional barriers and establish a positive and emotional brand image. Subjects and Methods This study uses SWOT analysis and semantic difference analysis methods. In terms of graphics, colors, and fonts proposed by a certain brand, eye tracking experiments will be conducted to collect images. 10 samples that meet the standards will be selected for redesign, and 4 of them will be evaluated through a questionnaire survey. SPSS23.0 statistical software will be used for statistical analysis to compare the significant differences in the results, and select the design scheme that best meets the emotional needs of consumers with bipolar disorder. Results This brand image design based on cognitive psychology has analyzed the emotional characteristics and aesthetic experience of depressed consumers, and the sensory needs of patients with bipolar disorder are more moderate and smooth sensory elements. Conclusions This study utilizes a multi-sensory participation in brand image design and sensory interaction design mechanism, focusing on consumers themselves, allowing bipolar disorder groups to fully experience brand information and create a pleasant experience, and integrate into society. Acknowledgement General research projects of Pass College of Chongqing Technology and Business University in 2020 (No. KY202010).