비주얼 메타포(visual metaphor)적 표현 요소가 적용된 브랜드 커피전문점 공간 디자인에 관한 연구

Abstract

The value and role of design have become an important competitive force in today’s society, as can be said to be the age of popularization of design. Brand coffee shops have seen faster growth in recent years than other industries, and the coffee industry has seen consumers compare and analyze coffee shop brands and sales floor space, showing a variety of preferences. The research has shown that visual metaphors applied to brand coffee shops have a relationship with brand coffee shops, and the impact on consumers is as follows: First, the application of visual metaphors in the brand coffee shop space is a means of brand marketing and a means of expression suitable for expressing discrimination from competitive brands. Second, the expression "visual metaphor" for consumer elements of brand coffee shops is also important. In many cases, visual metaphor elements that are biased toward spatial elements are expanded and expanded directly from the visual experience of the consumer. Third, the visual metaphor expression serves to satisfy the diverse needs and expectations of consumers. Due to the biggest change, the space manual for brand-name coffee shops has to be removed. Recently, brand-name coffee shops have different concepts and offer different space experiences, which have greatly influenced consumers’ satisfaction. Therefore, through this study, visual metaphor expression elements that can visualize implications are needed for spatial design and how these visual metaphor elements will influence the future.