위버럭셔리 브랜드의 디자인에 적용된 감성기호학적 의미 연구 - 프리미엄 럭셔리 브랜드의 여성용 백 디자인 분석을 중심으로 -

Brand and design may refer to emotional semiosis that symbolize the emotional value, which consumers desire. Signification by sign and symbols continuously renders a new circulating desire for consumption. Enterprises are required to create various values which can stir consumers’ Emotional signification to survive within such environment. Uber Luxury emerged as a new trend between 2015. As it stands out as a new way out in luxury market, which was downsized by economic recession, a number of brands are participating in Uber Luxury. Therefore, from the perspective of Emotional semiotics, the studies that analyze the meaning and value of brand and design of Uber Luxury are demanded in design, marketing semiotic fields. The objective of this study is to theoretically contemplate emotional semiosis in order to explain semiologic and instinctive pursuit of values that Uber Luxury possess and to infer symbolic value and meaning of Uber luxury by examining design of its product. Method and range of the study include organizing the concept of emotional semiosis and deducing meaning and values of design by explaining and analyzing form of the products, brand symbols, trends based on numerous references. We evaluated 3 brands that are well-known Uber Luxury and found common features which are logoless and trendless. Differing from brand symbols and social values which are found from existing luxury products, sensitive semiotic meaning and values of Uber luxury as premium luxury, describes ego-centered inner values that are expressed as normal, simplicity, private, luxury, fundamental, traditionality, masterpiece, best dignity, quality, personalization and freedom.