| abstract |
| Background This study provides an in-depth examination of the impact of emotional design strategies in premium cosmetic brand advent calendar packaging on consumer experience, utilizing Donald Norman’s emotional design framework and emotional keyword coding analysis.
Methods Sixty-three unboxing review videos featuring Chanel, Dior, and Yves Saint Laurent, uploaded to YouTube between 2021 and 2024, were collected and transcribed. Emotional keywords were extracted and analyzed quantitatively and qualitatively across visceral, behavioral, and reflective stages to identify brand-specific differences.
Result The analysis revealed that all three brands strongly elicited visceral emotional responses through visual beauty and symbolism. However, distinct differences emerged in the behavioral and reflective experiences, such as the practicality, convenience, and reusability of the unboxing process, resulting in varying positive and negative consumer evaluations by brand. While Chanel frequently induced negative experiences at the behavioral and reflective levels, Dior and Yves Saint Laurent accumulated positive experiences, leading to higher brand loyalty and repurchase intentions.
Conclusion By offering empirical insights based on unboxing content, this research provides foundational data for developing premium packaging design strategies and advancing user-centered design studies. |
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| Key Words |
| 감성디자인, 프리미엄 패키지, 소비자 경험, Emotional Design, Premium package, Consumer experience |
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