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A Study on the effects of auditory experience on Brand Recognition according to Type of Effective Sound

  • Journal of Communication Design
  • Abbr : JCD
  • 2019, 66(), pp.49-60
  • DOI : 10.25111/jcd.2019.66.04
  • Publisher : CDAK Society of Communication Design
  • Research Area : Arts and Kinesiology > Design > Visual Information Design > Information Design
  • Received : December 10, 2018
  • Accepted : January 27, 2019

Taiwoo, Kim 1 Jang, Soonkyu 2

1홍익대학교 일반대학원 디자인공예학과
2홍익대학교

Accredited

ABSTRACT

With the trend of the times and technological advances, users are experiencing a variety of new media content experiences through devices such as TVs, computers and smartphones. Auditory factors play an important role in this content. As a result, companies use auditory factors, such as sound feedback, to experience the brand as a positive factor, and use these sounds to drive a differentiated brand experience from other companies. The purpose of this study is to investigate auditory factors that change the emotions and behaviors of prisoners and induce differentiated brand experiences. In order to advance the study, the brand empirical aspect of effect sound was divided into 'ambient sound' with melody and 'general effect sound' without melody. As a result of the research, it was confirmed that the effect sound in the brand experience design is important to be used without affecting the brand for a long time without affecting the recognition and association of the brand. Also, it is confirmed that presence or absence of the melody has no great influence on the brand recognition and association. In addition, interest and interest of the audience may affect the recognition of the brand even if it is used for a short time.

Citation status

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