@article{ART002398973},
author={Jang， Soonkyu and Ray Jaeyung Yun},
title={The Effect of Corporate-exclusive Typeface (Family Look) Strategies on Brand Experience - Comparative Study on Samsung and Apple Cases},
journal={Journal of Communication Design},
issn={1976-1562},
year={2018},
volume={65},
pages={421-432},
doi={10.25111/jcd.2018.65.32}
TY - JOUR
AU - Jang， Soonkyu
AU - Ray Jaeyung Yun
TI - The Effect of Corporate-exclusive Typeface (Family Look) Strategies on Brand Experience - Comparative Study on Samsung and Apple Cases
JO - Journal of Communication Design
PY - 2018
VL - 65
IS - null
PB - CDAK Society of Communication Design
SP - 421
EP - 432
SN - 1976-1562
AB - Company uses differentiated design strategies to compete for brand competition with other companies through the appearance and technical characteristics of our brand products. Among these design strategies, The strategy that consistently applies design elements differentiated from other brands is called 'family look'. This study examines the effects of brand experience through fonts that is one of the visual elements of design from design strategic use of the family look. To compare and analyze three cases for research progress examples of unified using orignal fonts designed by companies, unified using not orignal fonts and using different fonts to each brand. As a result of research, design strategy that applied unified fonts is positive reaction than using different fonts to each brand. Also there is no meaningful difference in the case about unified fonts between original fonts and not original fonts. And fonts should play main role in design in order to actively promote the brand experience. Finally, It has been confirmed that it is important to apply selected fonts continuously in the design area without change.
KW - Family look;Design strategy;Font;Design experience;Visual experience design
DO - 10.25111/jcd.2018.65.32
ER -
Jang， Soonkyu and Ray Jaeyung Yun. (2018). The Effect of Corporate-exclusive Typeface (Family Look) Strategies on Brand Experience - Comparative Study on Samsung and Apple Cases. Journal of Communication Design, 65, 421-432.
Jang， Soonkyu and Ray Jaeyung Yun. 2018, "The Effect of Corporate-exclusive Typeface (Family Look) Strategies on Brand Experience - Comparative Study on Samsung and Apple Cases", Journal of Communication Design, vol.65, pp.421-432. Available from: doi:10.25111/jcd.2018.65.32
Jang， Soonkyu, Ray Jaeyung Yun "The Effect of Corporate-exclusive Typeface (Family Look) Strategies on Brand Experience - Comparative Study on Samsung and Apple Cases" Journal of Communication Design 65 pp.421-432 (2018) : 421.
Jang， Soonkyu, Ray Jaeyung Yun. The Effect of Corporate-exclusive Typeface (Family Look) Strategies on Brand Experience - Comparative Study on Samsung and Apple Cases. 2018; 65 421-432. Available from: doi:10.25111/jcd.2018.65.32
Jang， Soonkyu and Ray Jaeyung Yun. "The Effect of Corporate-exclusive Typeface (Family Look) Strategies on Brand Experience - Comparative Study on Samsung and Apple Cases" Journal of Communication Design 65(2018) : 421-432.doi: 10.25111/jcd.2018.65.32
Jang， Soonkyu; Ray Jaeyung Yun. The Effect of Corporate-exclusive Typeface (Family Look) Strategies on Brand Experience - Comparative Study on Samsung and Apple Cases. Journal of Communication Design, 65, 421-432. doi: 10.25111/jcd.2018.65.32
Jang， Soonkyu; Ray Jaeyung Yun. The Effect of Corporate-exclusive Typeface (Family Look) Strategies on Brand Experience - Comparative Study on Samsung and Apple Cases. Journal of Communication Design. 2018; 65 421-432. doi: 10.25111/jcd.2018.65.32
Jang， Soonkyu, Ray Jaeyung Yun. The Effect of Corporate-exclusive Typeface (Family Look) Strategies on Brand Experience - Comparative Study on Samsung and Apple Cases. 2018; 65 421-432. Available from: doi:10.25111/jcd.2018.65.32
Jang， Soonkyu and Ray Jaeyung Yun. "The Effect of Corporate-exclusive Typeface (Family Look) Strategies on Brand Experience - Comparative Study on Samsung and Apple Cases" Journal of Communication Design 65(2018) : 421-432.doi: 10.25111/jcd.2018.65.32
