A Study on the Consumption of Brand Experience by Visual Information Processing

A Study on the Consumption of Brand Experience by Visual Information Processing

It is understood that 80% of the amount of information accepted by humans corresponds to visual information. In the modern society, competition between brands is accelerating day by day due to the overheating of product supply, and consumers are leading the era of purchasing gems and services to satisfy their needs. In addition, in a competitive market where the quality of competitive products is leveled with technological advances, brand experience through consumers' total experience is a decisive factor in purchasing. Most brands use a variety of visual components to effectively communicate information for the purpose of consumers' cognition, memory, and purchase decisions. In order to meet changes in competitive markets and consumer needs, companies must not only think about what products and services to provide, but also what kind of relationship they will have with customers. It is necessary to choose whether it will be recognized as a brand for a temporary transaction that simply sells and buys goods, or whether to form lasting bonds by providing the total and sensuous experience that consumers want. In order for a brand to be remembered as an experience rather than a transaction, it is necessary to change its perspective on the customer experience. Products or services are, after all, part of the customer experience that customers prefer. Since consumption begins with visual information processing, cognitive and memory structures and visual information characteristics must be understood and utilized from the perspective of emotional memory. If a design is developed so that memory stimulation factors act as a brand experience (BX) factor to form a friendly image by facilitating brand recognition and memory, this can serve to reinforce customer brand loyalty. Therefore, the brand experience (BX) design should be a strategic design that can provide an impressive visual experience tailored to the needs of consumers and eye level.