• Archives of design research
• /
• v.19 no.1 s.63
• /
• pp.215-224
• /
• 2006

As the competition becomes more severe, the importance of brand confidence is coming to the front mainly because there has been a tendency of the customer for choosing a product or service in conjunction with the confidence. The concept of brand personality has formed as a result of various efforts for establishing a differentiated and confident brand image. The brand personality is regarded a useful mean for meeting objectives of a corporation for establishing a distinctive brand identity as well as customers for expressing their self-image. In line with the growing importance of the brand personality, researchers have attempted to measure it by various methods. However, most of researches were based on verbal and quantitative methods which take a long period of time and lots of efforts to analyze their results. Such methods also have limitations for visualizing the results. In this vein, this study aims to develop a new visible brand personality measurement system by utilizing the purpose-designed avatar. Major findings of the study are as follows: Firstly, the avatar can be an effective mean for visualizing the brand personality. As the avatar can visualize the personalities of human-beings through facial expressions, clothing, attitudes and movements, a specially designed avatar can express the brand personality. Secondly, types of the brand personality can be segregated into distinctive seven classes and such classes are used as guidelines for developing specially designed brand personality avatars. Thirdly, the purpose-designed brand personality avatar can be an effective mean for measuring the brand personality as a result of various tests for the validity. In condusion, avatar can be a more powerful tool than language for measuring the brand personality.

• Cartoon and Animation Studies
• /
• s.17
• /
• pp.147-161
• /
• 2009

Colors in design elements are visual non-verbal symbols both sensual and emotional. It is the first priority in the selection of products for the consumers, and also represents differentiated strategies and coherent integration symbols for the brand. Colors in advertising is an important tool to represent the long-term image management for the brand as well as the product image and concept of the advertise. The theme of this paper is to develop creative advertisement analyzing colors from automobile video ads. Analysis results showed that video ads with small cars under 2000cc preferred pastel colors with high saturation and brightness to emphasize on individuality rather than authority. On the other hand video ads with big and luxury cars upper 2000cc preferred dark colors with lower saturation and brightness. Small car video ads focused on product appearance showing the practical value of the car, big luxury car video ads focused on the symbolic image feeling the difference between the representation of the ads. Colors used in advertisement represents the sensitivity of the consumers. In video ads the concept of the color should be set by identifying on who the globule targets are and on what item you show by identifying the corresponding colors sensitivity to suit your advertising strategy will increase the value of the brand and products.

• Journal of the Korean Institute of Landscape Architecture
• /
• v.41 no.6
• /
• pp.158-170
• /
• 2013

With the recent 'Creative economy' and 'Cultural prosperity' coming to the fore as a new code to build up a city or a region, it is necessary to focus on strengthening the regional creative capacity as well as developing spontaneous regional culture. In such trend this research aims to explore the Kyunglidan-gil, Seoul, Korea in which creative-class are appearing autogenously in clusters and forming new cultural landscape, to identify the factors of their accumulation and changing aspect of cultural landscape. This study has the following purposes: First, Investigating the historical context of the Kyunglidan-gil's landscape. Second, considering the process of the creative-class being flowed into the Kyunglidan-gil as the subject leading to the modification of the region. Third, their activity was analyzed to consider the unique aspect of forming the cultural landscape at the Kyunglidan-gil. Regarding why the creative-class should flow in, results of the study drew five factors including region in issue compared to inexpensive rents, coexistence with nature, quiet atmosphere seeming isolated from the urban confusion, location possible to test and share individual materials one likes, and a site with synergy effect of activity through the network with acquaintances. Also, five characteristics of cultural landscape forming by the people's activity were drawn - space of communication for increasing creativity, temporary and flexible spatial use, expression of one's identity and taste, distinguishing, and positive use of the existing facilities. Like this, by exposing the 'creative-class', a subject of the leader in changing process of the Kyunglidan-gil, this research identified the aspect of forming cultural landscape.