브랜드 스페이스에서의 공간 사용자 경험 디자인(SUXD) 전략 -현대카드 파이낸스샵 사례를 중심으로-

Abstract

The role of brand space which can communicate with brand through brand culture experience becomes important to cope with consumption environment that should consider psychological satisfaction of consumers. Application of User eXperience(UX) design that meets the needs by users' multiple experience in space design area is needed. This study investigates factors which influence communication between users and brands by analyzing representative cases of brand space and inquiring 'characteristics of UX design’ in brand space. This study consists of analysis of theoretical advance research to establish concept of brand space which characteristics of Spatial User eXperience Design(SUXD) are applied and research on factors which influence spatial composition and spatial expression of SUXD in example space. Influential factors are extracted and verified by analyzing the result of observing user experience based on SUXD analysis matrix proposed as far as example space is concerned. This study found that brand space was designed as space which expresses brand in an indirect manner and shares brand culture influenced by non-dailiness, stimulation of emotion and interaction arising from cultural activities. This study revealed that users in space are influenced absolutely in expansion of brand awareness and enterprises are influenced absolutely in building brand identity through influential factors as far as SUXD is concerned. Therefore, it is advisable to design space by actively applying influential factors extracted from SUXD when planning brand space. In other words, SUXD is necessary to create space which users can enjoy culture and which can satisfy customers‘ cultural needs and inspiration of vision beyond physical space to expand brand communication.