BX 기반의 디자인 브랜딩을 위한 기억자극요인과 디자인의 역할

다국어 초록 (Multilingual Abstract)

BX(Brand Experience) is the process where a consumer forms a brand image at various touch-points. Brand experience is crucial in terms of market competitiveness, because a consumer makes a purchasing decision based upon other criteria than just a functional advantage. Design constitutes the brand experience; design has an emotional and experiential values, and it directly involves in interfacing consumers. These are the reasons that design should be considered with a strategical approach.
However, design branding sometimes does not stand out enough. This is due to the lack of understanding of branding and design roles in a consumers consistent experience. It is also from underestimation of the designs importance in visual memory function. In most of cases, we have been relying on the precedents in brand and design management. We have not focused enough on the scientific understanding of how consumers receive and process visual information and on the logical approach to how design enables conveying and imprinting the brand image effectively. Moreover, a brands identity and value could be misrepresented, when designed and managed without considering the potential conflict between design and branding strategy.
Therefore, this research paper examines closely the functions and roles of design in the effective process of a consumers brand experience. It also studies the nature of visual information and the importance of visual memory in both terms of design and branding, based upon neuro-science and psychological theories. Finally, it proposes a design method for better branding in consumers experience, by analyzing the common attributes of exemplary cases of design branding and by contemplating the design function of visually inducing the emotional stimulus.

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