브랜딩을 위한 참여 디자인 프로세스 연구

This study is to propose design participation activity with effective brand experiences for branding. Consumers are no longer concerned about the same functional aspects provided for everyone. Rather, they focus on the emotional values of the brand, which are used to express themselves and make them mentally satisfied. The brand experience which arouses consumers' emotional desire makes consumers active marketers for themselves for branding. It is much easier for this consumer’s active branding to gain other consumer’s trust than brand communication messages of the company. And then, how can brand experience which could be involved and shared by the consumer be made? This study does research on brand experience, branding and participatory design method through previous case studies and produces the influential factors of brand experience. Next, design participation process factors are suggested below: 1) The purpose of participation (what brand wants for consumer through participatory design): innovation of the product/service and brand experience, 2) Participant (who participated in participatory design): designer, other expert, and user/consumer (people) 3) Participation method (which role they are assigned to) : Collaboration, Co-design, Open-design and Co-creation, 4) Participation attracting factors (why consumer want to experience design participation) : reward, fun/interest and self-expression, 5) Participation medium (what medium design participation experience is made through) : direct experience and indirect experience, 6) Time to Participate(when the consumer’s participation is): At certain times according to plan, Anytime. The factors of participatory design process suggested in this study are factors that are considered to design brand experience. These factors make consumer participate in actively, arouse emotional values and establish brand relationship. This study has a purpose, which expands design participation that has a limitation with the functional development and consumer customizing to the factor of brand experience and which suggests detailed utilizing factors.