| Title |
A Case Study on the Expressive Characteristics of Emotional Design and Sensory Elements |
| DOI |
http://doi.org/10.14774/JKIID.2020.29.2.135 |
| Keywords |
Emotional design; Emotional marketing; Expression characteristic element; Sensory element; Space marketing |
| Abstract |
Lately, companies in retail, environment and retail, based on high-tech technologies, have been trying to reinvent themselves into an environment of emotional consumption. This research focuses on consumer sentiment and is intended to be studied from the perspective of marketing strategies for promotion of sales. Specifically, it analyzes the case of burial spaces in which emotional expressive and sensuous element characteristics are shown in beauty and sports brands. First of all, the elements of emotional design’s expressive characteristics were important in the order of five senses’ experience, scene and continuity, conditioned reflexive space experience, symbolism and humor, and de-scale elements. And the sensory elements of emotional design were important in the order of synesthetic, visual, tactile, auditory and olfactory elements. In other words, it was confirmed that the five senses were interacting with each other within the case store, leading to emotional satisfaction. And synesthetic elements were able to confirm that one sense brought about a chain of stimuli that evoked the senses of another area within the store. As a result, it is necessary to establish a strategy for emotional design with emphasis on the expressive characteristics and sensory elements of emotional design based on emotional experience, especially the five senses experience and synesthesia elements. It is important to build space in a sales environment for positive consumer experience and emotional marketing based on emotions. Therefore, to achieve this, it is necessary to re-recognise the results of the weighting of the importance of the correlation.
Ultimately, the strategic perspective of these findings will enable the building of an environment for a positive culture of consumption based on emotional marketing and efficient sales space. |