A Case Analysis on the Importance of Interactive Design Factors in the Metaverse Brand Space

(Background and Purpose) In this paper, we aim to study the concept of interactive design elements and their components as spatial design elements in the complex composition of brand and spatial design for commercial use of the metaverse. To this end, we analyze the status of brand's metaverse use, derive the interactive design characteristics of the brand metaverse space through literature review, and analyze design elements that create metaverse consumption and utilization by users. In addition, we develop an evaluation scale composed of spatial design elements of a brand metaverse and suggest design development plans for building a brand metaverse space. This study can be said to be differentiated in that it derives various metaverse interactive factors as a strategic goal of brand communication in the metaverse and presents a strategic system that reflects expert opinions. (Method) For this purpose, this study organized interactive design elements for brand communication through literature review and conducted a Delphi survey on a group of experts to systematize each element. The Delphi survey additionally reflected the opinions of experts in interactive design elements for brand communication, calculated the importance of each factor, and attempted to compare and analyze the application performance of interactive design elements for brand communication through analysis of actual cases. (Results) In the importance analysis of experiential factors, consumers recognized playfulness and theme as the most important experiential elements among the interactive elements for brand communication in the brand metaverse space. Regarding detailed brand interactive factors, they thought that spatial elements were important as a physical element, and they answered that storytelling was the most important as a behavioral element. Experience and feedback were the most important in social factors, and brand identity was the most important in psychological factors. The IPA analysis results for case 1 showed that among the experience factors, the factors with low importance ratings were relationship, playfulness, story, and information. In case 2, the factors with a low evaluation of importance were playfulness and informativeness. Overall, thematicity and experientiality were evaluated highly relative to their importance, and excessive investment was found to have occurred, while themes such as entertainment and information were underinvested compared to their importance, so additional investment appears to be necessary. (Conclusion) As shown in the importance of each factor shown in the analysis for brand communication, playfulness and informativeness should be seen as significant goals of brand communication in the metaverse. In addition, as detailed elements, storytelling, experience and feedback, and securing brand identity can be operational strategies that must be achieved in brand communication through the metaverse.