The application of visual identity of time-honored Chinese medicine brands based on interpretative phenomenological analysis (IPA)

Objective: This paper studies the visual identity of a time-honored Chinese medicine brand based on IPA analysis. It proposes design strategies to enhance the revitalization of a Time-honored Chinese medicine brand. Methods This study selected a questionnaire survey to investigate the existing Laozi brand visual identity design consumers. The four quadrants of IPA analysis were used to present the importance and performance of the four dimensions visually, 15 index points, of the old-established Chinese medicine brand graphics, standard text, standard color, and name. The quadrant ranking was conducted. Results Through the investigation of different Time-honored Chinese medicine brand visual identities, it is concluded that the brand relevance of the name of the visual identity elements of theTime-honored Chinese medicine brand is relatively high. However, recognizing the logo and the brand color could be more conducive to the association. The brand standard font design refinement could be better, and the corresponding strategies are proposed. Conclusion The optimization of the visual identity elements of the Time-honored Chinese medicine brand by consumers can promote the satisfaction and favorability of the visual image of the Time-honored Chinese medicine brand and provide a reference for the development of the Time-honored Chinese medicine brand image design.