Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
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A Study on Naver and Google's Eventful Brand Experience Design

네이버와 구글의 이벤트성 브랜드 경험 디자인에 관한 연구

  • Jeong, Yeong-Gyeong (Dept. of Degital Media Design, HongIk University, International Design School for Advanced Studies) ;
  • Kim, Seung-In (Degital Media Design, HongIk University, International Design School for Advanced Studies)
  • 정영경 (홍익대학교 국제디자인전문대학원 디지털미디어디자인전공) ;
  • 김승인 (홍익대학교 국제디자인전문대학원)
  • Received : 2018.11.27
  • Accepted : 2019.02.20
  • Published : 2019.02.28
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Abstract

The purpose of this study is to analyze how brands are perceived to be most positive when they are presented to users in brand experience design, and to help them communicate more effectively. Originally, brands changed their logos periodically with the aim of communicating anniversaries. These days, not only this information but also emotional communication with users. As a research method, two major portal sites were selected for use in Korea, and a preference survey and in-depth interview were conducted based on the case of the event logos. From the results of the study, we were able to obtain results that the event logos act as a more positive factor when they provide users with various emotional motivations. In the future, we anticipate that users will be given higher value if they have a design approach that will elicit more diverse emotions from the brand experience.

본 연구는 브랜드 경험 디자인에서 브랜드가 사용자에게 어떤 감정을 제공할 때 가장 긍정적으로 인식되는지 분석하여, 브랜드와 사용자의 감성 소통을 더욱 원활히 할 수 있도록 돕는 것이 목적이다. 본래 브랜드는 기념일의 정보를 전달하고자 하는 목적으로 그들의 로고를 주기적으로 변화시켰다. 최근에는 이러한 정보성뿐만 아니라 사용자와의 감정 소통에도 큰 의미를 두고 있다. 연구 방법으로는 국내에서 사용하는 대표 포털사이트 두 개 선정하여, 최근 이벤트성 로고의 사례를 기반으로 선호도조사와 심층 인터뷰를 진행하였다. 연구 결과에서, 이벤트성 로고가 사용자에게 다양한 감정적 동기를 제공했을 때 더 긍정적인 요소로 작용한다는 결과 값을 얻어낼 수 있었다. 향후 본 연구를 브랜드에서 더욱 다양한 감정을 도출해낼 수 있는 디자인적 접근을 한다면, 사용자로 하여금 더 높은 가치를 받을 수 있을 것으로 예상한다.

Keywords

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Fig. 1. I.R.I Adjector Image Scale

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Fig. 2. Stephen P.Anderson Creating Pleasurable Interface

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Fig. 3. Percentage of preferred adjectives in NAVER and Google

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Fig. 4. Compare the value of Naver and Google brands through event logos

Table 1. NAVER Special Logo Between 2010 and 2018

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Table 2. Google Doodle Between 2010 and 2018

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Table 3. Results of Emotional Ranking of the Event Logo

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Table 4. Questions for brand value measurement

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