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KCI 등재

Analysis of Storytelling in Brand Environment

디자인지식저널
약어 : KDKJournal
2014 no.30, pp.1 - 10
DOI : 10.17246/jkdk.2014..30.001
발행기관 : 한국디자인지식학회
연구분야 : 디자인
Copyright © 한국디자인지식학회
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Designing brand environment has many similarities to other designing in that they commonly intend to interact and communicate effectively with the relevant audience. This paper searches for an effective design method that can incorporate the reflective aspect into brand exhibitions to improve communication between the brand and the audience and provide more engaging brand experiences to the customer. In order to achieve this aim, this paper focuses on the reflective level among the three levels(visceral, behavioral and reflective) of Emotional Design and narrative branding methodology, which provides a more exciting and enjoyable motivation to the consumers. Assuming that consideration of the reflective aspect in brand exhibition will enable a richer storytelling, this paper proposes two major categories of the stories that designers can infuse into the brand environments : stories about personal value and stories about social values. To examine this research question, this paper analyzes two successful cases that incorporated the reflective design to convey the main message. In addition, this paper conduct interviews with design experts in the museum exhibit and trade show, who attest to the importance of reflective stories in the exhibition design. My analysis and interview results support the idea that the brand exhibition that has a story can be a tool to construct a strong and compelling brand image by providing memorable brand experiences to the customer.

Storytelling, Exhibition design, Brand space, Emotional design

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