Emphasizing emotional design is the current trend in design. Incorporating human emotions into the design of urban brand identity can better enhance the value of the city itself. This paper first introduces the background of urban brand identity research. Secondly, starting from the application of emotional design in cities, it explores the concept and principles of emotional design in urban brand identity. Guided by theory, the brand visual recognition system of Xi'an is redesigned to reshape Xi'an's new brand identity. Ultimately, it asserts that urban brand identity design needs to satisfy people's emotional needs.

Jiayi Zhou. Emotional Design in Visual Identity of Urban Brand. Frontiers in Art Research (2023) Vol. 5, Issue 9: 103-107. https://doi.org/10.25236/FAR.2023.050917.

[1] Donald A. Norman, Emotional Design: Why We Love (or Hate) Everyday Things. New York: Basic Books, 2005.

[2] Donald A. Norman, The Design of Everyday Things. New York: Basic Books, 2013.

[3] Kevin Andrew Lynch. Identity of the city. Cambridge, Massachusetts, US: MIT Press, 1964.

[4] Martin Lindstrom. Brand Sense: Sensory Secrets Behind the Stuff We Buy. New York: Free Press, 2010.

[5] Lin Chongde. The Comprehensive Dictionary of Psycology. Shanghai: Shanghai educational publishing house, 2003.

[6] Liu Sha. The Psychology of Design Art. Beijing: Tsinghua University publishing house, 2006.

[7] Jean Baudrillard. La società dei consumi. I suoi miti e le sue strutture.‎ Bologna: Il Mulino, 2010.