@article{ART002398791},
author={YOONHYEJEAN},
title={A Study on the Application of Package Design for Brand Storytelling in New Media Age - Focused on Transmedia storytelling},
journal={Journal of Communication Design},
issn={1976-1562},
year={2018},
volume={65},
pages={139-154},
doi={10.25111/jcd.2018.65.11}
TY - JOUR
AU - YOONHYEJEAN
TI - A Study on the Application of Package Design for Brand Storytelling in New Media Age - Focused on Transmedia storytelling
JO - Journal of Communication Design
PY - 2018
VL - 65
IS - null
PB - CDAK Society of Communication Design
SP - 139
EP - 154
SN - 1976-1562
AB - Stories are the most powerful communication and memory elements that appeal to human emotions, and brand-stating is a marketing strategy to capture emotional images in consumers' memories based on the ripple effects of such stories. However, because current brand-styling remains a one-way delivery, communication with consumers is limited and there is a limit to the reproduction of more stories. This led to the attention of package design. Because package design is the easiest medium to encounter in everyday life and it is easy and clear to tell stories because consumers touch them and use them. In addition, it has recently become a media that transcends traditional media's limits and integrates with state-of-the-art new media technologies to expand, reproduce, and interact instantaneously. Thus, this study analyzed the global brand case where package design and high-tech technologies are combined to create brand storytelling, suggesting the possibility and use of package design as a new branding tool suitable for the new media era. Based on the analysis, Evian, App Solut, Kellogg, Pringles, and Red Bulls all participated in the brand-storning experience of applying various new media technologies to package design and staying in simple story lines. In the future, local brand-styling will also need to implement storytelling that can interact with consumers and communicate with them through advanced package designs that converge with the technology for the New Media era.
KW - Brandstorytelling;Packagedesign;Transmedia storytellin
DO - 10.25111/jcd.2018.65.11
ER -
YOONHYEJEAN. (2018). A Study on the Application of Package Design for Brand Storytelling in New Media Age - Focused on Transmedia storytelling. Journal of Communication Design, 65, 139-154.
YOONHYEJEAN. 2018, "A Study on the Application of Package Design for Brand Storytelling in New Media Age - Focused on Transmedia storytelling", Journal of Communication Design, vol.65, pp.139-154. Available from: doi:10.25111/jcd.2018.65.11
YOONHYEJEAN "A Study on the Application of Package Design for Brand Storytelling in New Media Age - Focused on Transmedia storytelling" Journal of Communication Design 65 pp.139-154 (2018) : 139.
YOONHYEJEAN. A Study on the Application of Package Design for Brand Storytelling in New Media Age - Focused on Transmedia storytelling. 2018; 65 139-154. Available from: doi:10.25111/jcd.2018.65.11
YOONHYEJEAN. "A Study on the Application of Package Design for Brand Storytelling in New Media Age - Focused on Transmedia storytelling" Journal of Communication Design 65(2018) : 139-154.doi: 10.25111/jcd.2018.65.11
YOONHYEJEAN. A Study on the Application of Package Design for Brand Storytelling in New Media Age - Focused on Transmedia storytelling. Journal of Communication Design, 65, 139-154. doi: 10.25111/jcd.2018.65.11
YOONHYEJEAN. A Study on the Application of Package Design for Brand Storytelling in New Media Age - Focused on Transmedia storytelling. Journal of Communication Design. 2018; 65 139-154. doi: 10.25111/jcd.2018.65.11
YOONHYEJEAN. A Study on the Application of Package Design for Brand Storytelling in New Media Age - Focused on Transmedia storytelling. 2018; 65 139-154. Available from: doi:10.25111/jcd.2018.65.11
YOONHYEJEAN. "A Study on the Application of Package Design for Brand Storytelling in New Media Age - Focused on Transmedia storytelling" Journal of Communication Design 65(2018) : 139-154.doi: 10.25111/jcd.2018.65.11
