감성디자인 표현특성을 적용한 브랜드 문화공간 계획에 관한 연구 - 라이브러리를 중심으로 -

다국어 초록 (Multilingual Abstract)

Modern society has become an emotional-oriented society that is changing into an era of value consumption that finds a place where you can have an emotional experience and places value on experience. The use of the word emotional is gradually increasing, and they look for original and exotic spaces where they feel emotions through the five senses. Beyond commercial goals, brands and companies are paying attention to the brands cultural space in consideration of sensitivity, experience, and cultural goals. As a research method, theoretical consideration of brand cultural space and emotional design is first conducted, and emotional expression characteristics in the brand space are derived. By deriving elements such as symbolicity, non-commonity, experience, and continuity, an analysis framework for case analysis is created and the results are analyzed in multi-grams. The Hyundai Card Library Series, an example of a brand cultural space, was selected as the subject of case analysis. As a result of case analysis, all three places represent brand identity with formative and differentiated spatial expressions. This study conducted a study on the brand cultural space as a space for communication between brands and consumers. In an era with a strong tendency to self-satisfaction, research on brand cultural spaces based on the use of elements of emotional characteristics will continue in the future. It is meaningful to create a sustainable space that is used as a communication space between brands and consumers through brand cultural spaces and to present the direction of emotional strategies.