A PRELIMINARY STUDY OF THE EMOTIONAL TURN IN UNIVERSITY IDENTITY SYSTEM (UIS)

Abstract

As an important means to enhance the comprehensive strength and competitiveness of universities, the importance of University Identity System (UIS) is becoming more and more prominent with the development of higher education. Traditional UIS is facing homogenisation and other problems in China, making it difficult to meet the higher demands for "spirit" and "temperature" of university teachers, students and the public in the new era. Emotional design, as a design method emphasising personal perception and emotional appeal, is gradually becoming a new direction for the innovative development of UIS. This research aims to analyze the evolution, composition system and research hotspots of the university image identity system, and explores the academic and rational connection between it and emotional design, aiming to explore the cultural characteristics of the university through this contact method, and finally apply it to corporate image design. In this paper, we firstly review the development history, theoretical foundation and current research status of University Identity System (UIS) at home and abroad, and then analyse the research process and main theories of emotional design, especially the three-level theory proposed by Donald A. Norman. This research mainly adopts qualitative research methods. Finally, the intrinsic connection between UIS and affective design is discussed, and it is pointed out that affective design acts on the visual identification (VI), behavioural identification (BI) and conceptual identification (MI) of UIS through the instinctive level, the behavioural level and the reflective level, respectively, to construct the uniqueness of the university's image and the sense of identity with the goal of emotional resonance. The purpose of this paper is to provide theoretical support and practical guidance for the emotional shift of UIS under the threshold of multidisciplinary perspectives, and to promote the innovation and breakthrough of image recognition of Chinese universities in the construction cycle of "double first-class".