Analysis of Kansei image of the trademark design under the Chinese culture five-elements theory

The shape and color of visual identity are the most important factors in the visualization of trademarks, which exert a far-reaching influence on the establishment of corporate image and brand image. Under the impact of globalization, brands have become a major factor in keeping a foothold in the consumer market, and sales are no longer limited to certain regions. Today's ideological trend of design uses localization to highlight national cultural awareness. Thus, this study's motivation is how the design trend can be effectively applied to improving a brand's international perspective. Herein, we use the semantic differential method to carry out five-element emotion vocabulary and a trademark perceptual evaluation and conduct quantitative analysis. Through the data we understand the relationship between the five elements and the elements of trademark forms and offer a deep discussion on the correlation between the five elements and the shape features. Experts' group experiment interviews and the experimental results finally extract the shape features of the elements as follows: wood's property is straight with a curve and is spindly with an outward extension; fire's property is narrow on the top and broad in the bottom and rises upward; soil's property is in the shape of a square or in a tiled shape and is centered solid; gold's property is in an arc and a sharp shape and is reserved and rigid; water's property is in the shape of a wavy curve and flows downward.