스토리텔링 관점에서 본 네이버 기념일 로고의 시각적 표현특성과 가치 경험요인 유형화

Abstract

Naver is strategically using the storytelling technique as a way of brand communication with its users. In this study, we conducted a user experience survey on visual expression characteristics and brand value experience through the Naver storytelling technique. Using this technique, we propose the term, ‘storytelling logo’ newly through the analyses and categorizations of anniversary logos. To measure user experience, the ‘special logo’ between 2018-2019, which was limited to a year of repetition, and a total of 89 cases of ‘first project’, ‘interactive’, and ‘art project’ which can be reflected the trend of 10 years (2008-2019) were selected. In-depth interviews/surveys with three experts were done. Additional interviews were conducted for 38 design students. The visual expression characteristics and value experience factors were derived. The intensity of the Likert 5-point scale was measured, and the category analysis was conducted through K-means cluster analysis. As a result of this, three significant types of clusters were classified: ‘Information storytelling type’-Information seeking type, ‘Entertainment storytelling type’-Interesting and fun-seeking type, ‘Interactive storytelling type’-Interaction and participation type. In the 'information storytelling type' that delivers only anniversary information and the ‘entertainment storytelling type’ of interest and fun, the creators tried to differentiate themselves with the personal brand persona and emotional storytelling techniques. Through the creator-centered community, ‘Grafolio’, intimacy is formed by sharing and linking logos, creators' contents, and creation communities. In 'Interaction storytelling type', participation is generally carried out through 'Naver diary' in social and cultural relations. However, strategic storytelling techniques, co-experiences and participatory designs that connect and share experiences among users should be strengthened. This suggests that the storytelling logo can be a sustainable web identity that enhances the relationship and value between Naver and users.