Siyang Wang

Public service posters, as products of economic growth and cultural exchange, have developed rapidly in recent years. They explore social issues through the artistry and impact of visual design language, delivering ideas that resonate with society. Emotional identification refers to the viewer's sense of belonging to the message based on emotional resonance, transforming information from passive acceptance to internalization—truly reaching from the eye to the heart. In today's emotionally numbing communication environment, traditional public service announcements that rely on simple, straightforward headlines stating facts are less effective and often fail to achieve the communication effect of message internalization. This study attempts to provide a feasible design approach by integrating emotional identity theory into public service poster design to enhance its communication effect. It focuses on the transformation of public service posters from mere information delivery to emotional connection and "empathy." The study examines how affective design theory can be applied to public service posters through the three-level mechanism of instinct, behavior, and reflection, guiding the viewer from sensory attention to value recognition. The research aims to demonstrate that traditional public service posters can enhance communication effects through emotional design strategies, indicating that emotional identity plays a decisive role in improving the communication effectiveness of public service posters.

emotional identity; public service announcement

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