Semiotic Analysis of Color Symbolism and Brand Color in China

Abstract

Color occupies an important position in brand design and is an indispensable visual element in brand design. Color has the function of portraying things and guiding the line of sight when disseminating information, which can enhance the brand image. The color of brand design has become an effective carrier of brand characteristics. This research aims to analyze the relationship between color symbols in Chinese culture and the use of colors in Chinese brands through investigating literature, and to under-stand the development and evolution of colors in Chinese history. Researchers take Chi-nese brands as the research object, and use semiotics to analyze how Chinese brand colors are selected and the meanings and symbols behind them, reflecting the characteristics and significance of the use of Chinese brand colors. This research will provide an analysis the use of different color combinations as brand design color elements in brand design, giving the brand a strong sense of the times and nationality, and making traditional culture more attractive. The research will reveal the understand the influencing factors of Chinese-style color design in brand design, so as to design and convey the brand concept more accurately, so that the brand has a unique cultural connotation. Finally, historical literature research and case analysis provide a deeper for Chinese brands to correctly use color elements to form a visual “Chinese style” effect.