• Journal of Digital Convergence
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• v.17 no.2
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• pp.355-361
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• 2019

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.