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A study on the Design of Sales Space for Naturalistic Cosmetics to Establish a Brand Identity
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브랜드아이덴티티 확립을 위한 자연주의화장품 판매공간 디자인 연구

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Type
Academic journal
Author
Journal
한국공간디자인학회 한국공간디자인학회 논문집 한국공간디자인학회 논문집 제15권 제3호 KCI Accredited Journals
Published
2020.1
Pages
283 - 294 (12page)

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A study on the Design of Sales Space for Naturalistic Cosmetics to Establish a Brand Identity
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(Background and Purpose) Recently, The cosmetics industry tends to plan products with well-being and eco-friendly brand concepts and build a naturalistic image in order to establish an image that consumers can trust. This study analyzed the design elements expressed as the external elements of the brand using the theory of David Aaker after deriving the results through the design process based on the philosophy that the brand intends to express through a brand analysis of DR Plant, a cosmetics brand in China that represents naturalism. The purpose is to accumulate the basic data for the design of a cosmetics sales space. (Method) First, this study theoretically reviews the brand and brand identity strategy and extracts analytical elements using David Aaker's brand identity system. It analyzes the brand to understand the philosophy, key elements, keywords, and consumer communication goals of DR Plant, the design target brand. Second, as a sales space design development process for DR Plant, it organizes design concepts and motifs. Based on the design identity, space design, furniture design, and display elements are developed. Third, the brand identity expression is analyzed by substituting the analysis element of David Aaker for the design element and spatial design of DR plant. (Results) The sales space for naturalistic cosmetics should first have the tone and manner of a space containing naturalism, and express the external elements that contain the internal elements of the brand that can face people, such as image walls, furniture, and displays. As a result of analyzing the design elements and spatial design, the symbolism, aura, and uniqueness were highly important in the areas where the internal elements of the brand were expressed as visual images and display elements. However, it was found that the design elements, which were mostly colors or materials expressing naturalism, showed somewhat lower importance in aura and uniqueness. (Conclusions) The design of the sales space of a naturalistic cosmetic brand should consist of a tone and manner with colors, materials, and patterns that can express the concept of naturalism. It is important to deliver a concept image to consumers through the development of detailed design items by deriving a brand-specific differentiated philosophy as a keyword. A sales space for naturalistic cosmetics derived from the philosophy of the brand will greatly influence the establishment of brand identity. Continuous research and development are necessary for the effect of positive delivery of brand image, which is the purpose of the brand. Additionally, further sales promotion focusing on detailed design item differentiation of sales spaces designed for naturalistic cosmetics based on the contents of the project conducted in this study is required.
#Brand Identity #Inner Elements #External Elements #Brand IDEA #Cosmetics Sales Space

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Hakuhodo / 1996 / Consumption style of Sense style / Siyusi google schola Jhun, W. / 2010 / A Study on the Brand shop for communication of a University's Definite Identity google schola Kim, M. / 2014 / The Effect of Brand Experience Providers of Cosmetic Brand Shop on brand Love google schola Kim, J. / 2012 / A study on the Evolution of complex Commrcial space and interior composition elements Depending on Change of the Consuming Environment google schola 김용배 / 2013 / 브랜드 자산의 공간마케팅에 관한 연구 : 브랜드 확장과 브랜드 체험을 중심으로 google schola

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