Yutong XIA

Dissertation

Supervisor: Dr. Janey HUANG

This study by Yutong Xia examines how emotional design strategies are applied in the visual identity of pet cat food brands within the context of the growing pet economy. The paper focuses on how visual elements such as color, imagery, typography, and packaging design can evoke emotional responses and strengthen the relationship between brands and consumers. Through analysis of brand positioning and consumer perception, the research argues that emotional resonance plays a key role in inffuencing purchasing decisions. It further suggests that integrating emotional design into visual communication can enhance brand recognition, user experience, and long-term consumer loyalty in the pet industry.