국내 화장품 브랜드 디자인 전략과 시각적 특성의 상관관계 - 캘리그래피 로고타입의 표현을 중심으로 -

Abstract

Background The domestic cosmetic industry is growing with the continued development of the cultural industries as possible by the government's policies enough to get five Korean cosmetics enterprises among world 100 cosmetics company are being accelerated. The success of the brands in the cosmetics market of infinite competition will depend on the perception of the consumer is therefore designed to revive the cosmetics brand has also developed with consumer needs. Creative which can be stamped at a time and a differentiated brand identity design is an essential element in building a brand image and to increase the brand value. Methods In this study, the strategy elements of brand design were compared and analyzed focusing on the Korean cosmetics brand centered on Calligraphy in brand identity design. Also, through the comparison and analysis of the visual features of Calligraphy, analysis and utilization of Calligraphy as an effective visual representation for the global brand image, and studied with respect to the relationship between preference and awareness. Result As a result, there are few similarities in the higher consumer preference logotype, such as one character digit, irregular white space, Hangul. History of the brand, reputation, loyalty and preference of the visual element of the logo is not proportional. Conclusion In this study, I hope this paper will refer as the brand design strategy that targets young women for consumer cognitive responses.