중소기업의 디자인 경영을 위한 토털 임팩트 디자인의 제안

In the case of small & medium-sized enterprises that are inadequate for design management, although formally they adopt design in each sector, it is actually hardly regarded as a strategic level of design adoption. In order to improve this problem, a new design model was suggested, that was named 'total impact design': a design model that integrates branding and advertising based on marketing to address this integration. In this study, such design models were implemented under an industry-academic cooperation project of existing enterprises. The purpose of this research is to prove the possibility of commercialization through applying the total impact design to three small & medium-sized enterprises with a different type of business and to investigate the characteristics of each case. According to the research results, the design adoption of the three small & medium-sized enterprises by the total impact design model shows differences in detailed conditions and contents on the proceedings but the possibility of its commercialization generally appeared to be positive. The characteristics of the business of service type, production goods type, and consumer goods type are found as follows. As a result of research analyses, the total impact design in the service type business characterized that CI was blended with advertising. Typically, the enterprise producing production goods shows a low dependence on design, and thus it was found the adoption of total impact design can be a differentiating factor that can strategically appeal in a marketing communication. The consumer goods type has such a high design flexibility compared to the service type and production goods type. In other words, the consumer goods type appeared to have the highest possibility of commercialization for total impact design among the three types of businesses.