온라인 유통 화장품의 브랜드 아이덴티티 전달을 위한 백화점 화장품 매장 디자인 개발

Abstract

(Background and Purpose) The importance of spatial design of brand shop has been increased compared to the past as the front-line of brand communication. In the market flooded with brands, delivering the brand image and attributes to consumers might be an important part connected to the life of the brand. Especially, as an industry in which image communication is important, the visual merchandizing design (VMD) and spatial design of shop for cosmetics brands are a sensitive area compared to other distribution areas. This study proposed a design as a guideline for a cosmetics department store design in the future, by presenting the final result after going through the design process to establish the brand identity in case when planning a department store cosmetics shop design of cosmetics brand on sale in online channel. (Methods) First, as a basic research for understanding the brand, this study elucidates the evolved design direction following the change of consumption environment by theoretically considering the brand identity, brand positioning, and brand communication, and then researching the history of design changes in each shop for understanding the department store cosmetics shop design. Second, this study develops a design item by setting up the design process for introducing the brand identity as a strategic element of shop design, and also analyzes the contents the brand aims to deliver through the analysis of brand ‘Age 20s’ as the subject of design. Third, this study reveals the design outcome by dividing it into shop identity representing the brand communication of shop, and VMD representing the advertisement and product communication. Lastly, this study inspects the brand communication elements on the shop with completed design and construction/installation, and then examines the effects of applied design item. (Results) This design study proposed a shop design of Age 20s for the purpose of developing the department store cosmetics shop design for delivering the brand identity. After applying the design item developed by brand analysis and design process to the shop, this study drew the conclusions on the shop identity and brand communication represented through the design outcome. (Conclusions) The main purpose of shops is to secure brand awareness and market share. To deliver the characteristic philosophy of brand and product information to consumers, the visual item that has been developed for easy delivery of brand image should repetitively deliver the effective and consistent image, which could lead to it getting embedded in the consumers’ memory, resulting in their increased interest and purchase, and increase in sales of the product. The shop design considering this psychology of consumers could have a great influence on the performance goal of a brand.