THE BRAND IDENTITY DESIGN INSPIRED BY FEEL-GOOD MOVIE

Abstract

      This qualitative research aimed to find a standard corporate identity design style which was the prime media for brand building that was responsible for communicating the image of the brand, emotions, and feelings through graphic design elements. Samples selected were inspired by 5 films released after 2000 and 5 key informants using instruments approved by the Ratchadaphisek Sompoch Fund Committee, Chulalongkorn University. Data was collected by feel-good movie screening data analysis form, opinion questionnaire with interviews, brainstorming, and summarizing opinions on the inspired elements of feel-good movies and analyzed using visual analysis method. Brainstorming for creative ideas was a popular technique used to brainstorm new creative ideas from multiple perspectives of the members who attended the event. This was a very efficient data collection. The finding revealed that feel-good movies that were suitable for building standard corporate identity design style included: Love Actually, Little Miss Sunshine, Dead Poet Society, Lady Bird, and Lalaland. Elements of branding or service identity inspired by feel-good movies included 31 photographs via the VSCO application, a mixture of 11 color groups, 15 types of symbols, and illustrations in 9 formats. All of these elements were appropriate and could best communicate good feelings. Watching a feel-good movie was one way to help manage the stress experience in everyday life. The feel-good movie, in addition to showing the beautiful aspects of the events in the movie. It could also help create feelings of relaxation, reduce anxiety and manage stress better.