| abstract |
| Background As the exposure channels of brand to customers is diversified, the key of recent strategy of brand design is focused on utilizing the customer experience to deliver consistent identity for various environment. In line with these changes, the expression way of brand evolves to organic and flexible direction. Consequently, it shall be analyzed objectively which emotion derive the brand experience i.e. customer’s experience to customers by such a flexible identity.
Methods To apply the semantic differential method which evaluate the human emotion, survey had been carried out with 25 test sample about 15 emotional adjectives in 7 grades. From the survey, the primary component had been statistically analyzed with SPSS program.
Result For the variation of shape’s size, it is evaluated that the interest level is high but the reliability level is low. In contrast for the circle shape with fixed size, reliability level is high but the interest level is low. Both the variation of position and distance component evaluated to have low interest and reliability level. Superposition is evaluated to have low reliability but high interest level. Variation in contrast is evaluated to have high reliability in overall.
Conclusion From the result of this study, it is organized the principle method deriving the value of key identity even the future media type and environment are changed. Also, it is expected that the results of this study can be the basis data for development of flexible identity which can derive the consistent value in various form of brand by finding the fundamentals of flexibility for each design element. |
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| Key Words |
| 가변적 아이덴티티, 브랜드, 감성평가, Flexible Identity, Brand, Emotion Analysis |
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