Product Design Requirements for Effective Heritage Branding: visual consistency and visual contemporaneity as links to the past, present and beyond
Young In PARK, Ki Young NAM and Kyung Won CHUNG
The recognition of the value of heritage branding has increased the demand
for understanding what is required of product design in heritage branding.
This paper presents two significant factors in heritage product design: 1)
visual consistency as a link to the past; 2) visual contemporaneity as a link to
the present and beyond. The research identifies the effects of these factors on
customer’s product evaluation. The findings of the research include: 1) higher
visual contemporaneity in a heritage product design results in better product
evaluations, 2) higher visual consistency in a heritage product design results
in better product evaluations when a customer is familiar with the brand and
its heritage, 3) combinations of high visual consistency and high visual
contemporaneity and a combination of low visual consistency and
distinctively high contemporaneity resulted in better product evaluations.
Based on the findings, the paper proposes design requirements in terms of
visual consistency and visual contemporaneity for brands with a strategic
intention to carry out heritage branding successfully by means of design.
PUBLISHED: Proceedings from the The 19th DMI: Academic Design Management Conference, 2014
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