심벌마크의 조형적 표현양식에 따른 적응수준 선호도 연구 : 국내 은행 심벌마크를 중심으로

Abstract

Though many researches proved the effectiveness of visualized memory strategy in which customers recognize a brand through a symbolic mark, a visual representation of a product or a service of a corporation and perceive the difference against competitive products and brands, systematic and theoretical study about symbolic design in marketing and customer behavior research papers is much to be desired. Therefore, this research, by surveying preferences about practical and familiar symbolic marks, intends to analyze the weaknesses of existing researches and supplement their deficiencies and set a design guideline for the symbolic marks in the preferences analysis. However, since researching and investigating all symbolic mark cases is too broad, the scope of research is limited to commercial banks to be relevant to all age groups and customers. And the research divides the types of symbolic marks into structural type and abstract type and shape of visual basic form include regular symbol mark designed of IBK, Shinhan Bank and Woori Bank into eight levels of testing stimulants and decides the items to use in the customer preferences research by having them reviewed by symbolic design specialists. As we can observe from the verification of hypotheses, it can be concluded that there is difference in preferences among people based on the adaptation level of symbolic marks and that structural design symbolic marks are little preferred.