브랜드 인지도 제고를 위한 캐릭터 디자인 개발 연구 - 포천 아트밸리 캐릭터 디자인 개발을 중심으로 -

Pocheon City started character development as a way to improve the low brand awareness of Pocheon Art Valley, a famous tourist destination in the city. This study researched the actual development case of Pocheon Art Valley character design, which was conducted by the Department of Design of Daejin University Industry-University Cooperation Foundation at the request of Pocheon City. First, analysis factors were detected through previous studies related to character design, 16 representative characters of local governments and companies were selected, and a survey was conducted on formative elements and character attribute elements of 87 college students in the Department of Visual Design. As a result of formative element analysis, local governments had singular characters and companies had multiple characters, and in terms of materials and proportions, local governments and companies had the same animal characters and 2-3 head-to-head proportions. In addition, it was found that the saturation of corporate characters was higher, and 2D characters were preferred. As a result of character attribute analysis, corporate characters received higher scores than local government characters in all areas of originality, friendliness, diversity, applicability, and arousal of interest. Based on the results of this analysis, the Art Valley brand strategy was derived, and according to the character element analysis that received high scores, three character designs were proposed: PORI FRIENDS, ARTMONS, and ARTRIO. Among the proposed characters, the ARTRIO character design was finally selected through public hearings with Pocheon city officials and experts. In the future, it is hoped that studies applying these practical design development cases will be universalized and empirical research data will be expanded.