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Product Design Requirements for Effective Heritage Branding

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Description

Product Design Requirements for Effective Heritage Branding: visual consistency and visual contemporaneity as links to the past, present and beyond

 
AUTHOR(S):

 

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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