Graphic Design for Street Food by K-POP Concept

Abstract

This research aims to 1) Finding a strategy for the graphic design from K-POP p concepts 2) Finding the way for brand communication by choosing personalities that matched with snacks street food from the menu which K-POP artists impressed. 3) Developing a corporate identity design approach based on the K-POP concept.

The research is Mixed methods research of both quantitative and qualitative research by using the tools developed by the researcher.  There were 1 questionnaire and 3 set of in-depth interview which assessed the correspondence between the questions and the objectives (IOC) from 3 experts with the average score of 0.93 which compatibility in the range of very good. The data was collected as follows: 1) Distributing 120 questionnaires for Generation Z who is considered as the target group. 2) Interviewing with 7 South Korean Pop-music experts. 3) Interviewing 7 graphic arts design experts.

The results of the research showed that 1) the appropriate graphic design strategies were personality presentations with 12 personality types which are Funny Enjoyable, Cheerful Agile, Gentleman Delicate, Feminine Noble, Smart Quiet sophisticated, Graceful Pleasantly warm, Urban Leadership, Modern Fashionable, Athletic Sporty, Sexy Mysterious, Fiery Bad boy and Alluring Play girl. 2) Guidelines for brand communication by choosing from personality traits that align with menu snacks and K-Pop artists that the target group be satisfied. Which can be divided into 3 types as follows: (1) Food has 6 personalities as follows: Funny Enjoyable, Gentleman Delicate, Modern Fashionable, Sexy Mysterious, Fiery Bad boy and Urban Leadership. (2) Bakery has 7 personalities as follows: Funny Enjoyable, Modern Fashionable, Athletic Sporty, Graceful Pleasantly warm, Feminine Noble, Urban Leadership and Alluring Play girl. (3) Drinks and ice cream There are 9 personalities as follows: Funny Enjoyable, Gentleman Delicate, Cheerful Agile, Modern Fashionable, Smart Quiet sophisticated, Graceful Pleasantly warm, Feminine Noble, Urban Leadership and Alluring Play girl. 3) Appropriate corporate identity design guidelines with 5 elements (1) Typography such as Display typefaces and Serif typefaces. (2) Presentation techniques such as Typography and Photograph. (3) Colors such as Playful, Powerful and Tribal. (4) How to use colors such as Complement color. (5) Logo such as Symbol and Text.