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DOI :
Journal Korea Society of Visual Design Forum , Vol.76, No.0, 79 ~ 89, 2022
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| Title |
| The Development of Guidelines for Marketing Evaluation Factors in Brand Design: McDonald's, a Fast-Food Brand |
| 양효 Yang Xiao , 방경란 Bang Kyung Rhan |
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| abstract |
| Background Due to the influence of COVID-19, there has been a big change in the way of life, and the food culture environment has also been greatly affected by online-to-offline (O2O) commerce. In the field of fast-food brands, it is necessary to approach from the perspective of integrated design communication for an effective marketing strategy. Existing design evaluation element guidelines have focused on evaluation analysis with detailed design items. The purpose of this study is to develop guidelines for evaluation factors of brand design marketing to increase objectivity and accuracy in fast food brand design marketing strategy.
Methods Based on the 4Cs (consumer, competitor, circumstance, and communication) of design marketing, three upper evaluation elements and six lower evaluation elements were derived by analyzing the external factors of the brand and reorganizing the contents of design marketing. Using this, the standard of an integrated guideline for design marketing strategy was presented by reorganizing the relationship centered on the eight elements of communication design.
Result A guideline was proposed, which is composed of 6 evaluation factors that are finally derived and arranged and 23 detailed evaluation items related to them. The proposed content was developed with a focus on whether it is possible to directly or indirectly experience and communicate with consumers in 3 aspects: ‘Visual’, ‘Emotional’ and ‘Cognitive’.
Conclusion The developed guidelines are strategically focused on the point of contact with consumers by combining design elements and marketing. This study is significant in that it contributed to the development of comprehensive and objective evaluation guidelines from the visual approach to the emotional approach to the cognitive approach. It is expected that the developed guidelines will be valuable as basic data for brand design marketing evaluation in the future. |
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| Key Words |
| 디자인 마케팅, 패스트푸드 브랜드, 가이드라인, Design Marketing, Fast Food Brands, Guidelines |
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