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Study of Tactile Cognition for Automobile Brand Strategy

  • Journal of Communication Design
  • Abbr : JCD
  • 2018, 64(), pp.33-48
  • DOI : 10.25111/jcd.2018.64.03
  • Publisher : CDAK Society of Communication Design
  • Research Area : Arts and Kinesiology > Design > Visual Information Design > Information Design
  • Received : May 28, 2018
  • Accepted : July 25, 2018

Park Jiyu 1 SANGHUN SUL 1

1성균관대학교

Accredited

ABSTRACT

'Sensory Branding' that utilizes unconscious emotion is gaining attention as a differentiation strategy to Brand saturation. Also, the sensation has great potential as a measure to go through expanding brand communication. In the automotive market, the importance of brand image is emphasized according to changes in technology capabilities, and various strategies for creating positive images are studied. Automobiles touch the skin, regardless of the user's intention, so the tactility has great influence. However, tactile utilization is limited by technical strength like haptic and coupling with sensibility and material. In this research, set up the guide map for utilizing the tactility of Automobile branding strategy. Utilized the pattern used in the tactile diagram, it matched specific brand image and tactile image, also presented the application guide map based on this experiment. As a result of the experiment, it's confirmed that it is possible for the user to connect the image formed in the previous experience with the physical feel. This application guide of tactility will be the foundation of substantial utilization expanding the method of brand communication.

Citation status

* References for papers published after 2022 are currently being built.

This paper was written with support from the National Research Foundation of Korea.