Week 3 - Art & My Major

My major is marketing. I wondered if there was anything related to my major and art, and I finally found it. It is a way to promote the product by making its products and famous paintings go well together. The product meets art. These days, art marketing, which combines culture and art to increase corporate image and recognition and induce product sales, is the trend. As people's demand for culture, art, and entertainment increases, companies borrow culture and art from marketing and use them as part of their business activities.

Product functions were emphasized in the industrial economy era, and standardized products were mass-produced, so marketing was producer-centered. If marketing was done for profit-seeking by mainly showing the functions and effects of products made by producers, the appearance of marketing has also changed as products are individualized, and user-centered products are produced in the era of the emotional economy. Art marketing emerged from this, and art marketing raises the brand value by touching consumers' senses and emotions rather than the nature of the product.

Korea's Shinhan Card, a credit card company, is a representative company that uses art marketing to satisfy consumers' emotional needs. I will give an example of Korea, which is not easily accessible to you. Shinhan Card uses the Gallery S service to select artworks from young artists and design cards with customers' works. A Shinhan Card official said, "We prepared this service to meet the needs of customers who want to use artworks as card designs, feel artistic beauty through cards, and break away from uniform card design." He said that it is meaningful in that it can expand and support the work of new artists. In this way, if a company borrows the sensibility of art to secure product competitiveness and differentiate itself through art marketing, the culture and art world can get support from the company and maintain a close relationship with each other.

In many cases, art marketing is conducted using a single package design and advertisement. A typical example is LG. LG has succeeded in imprinting a premium image of the company on consumers by using world-famous masterpieces known to the general public as CFs for electronic products. Consumers felt familiar when they saw CFs featuring famous paintings they had come across a lot. The masterpieces helped to obtain a luxurious image of the products combined with the works. Art marketing of masterpiece motifs gave LG home appliances a unique brand identity, which produced a positive effect that led to increased product sales.

In addition to supporting artists or advertising using works of art, many companies are conducting art marketing by supporting art galleries and exhibitions, operating art fairs, and collaborating with artists. Art marketing leads to corporate branding through art and culture. Products that combine art have a distinct identity regarding product attributes and design than products without art. In other words, product differentiation is achieved through art marketing using specific art, and consumers perceive differentiated products as luxury. Therefore, the brand value naturally increases, and consumers prefer and consume products that have acquired a distinct brand philosophy through art marketing. In addition, the use of art that stimulates consumers' sensibility and senses improves consumer access to products.

Now is the age of emotions. Companies and products that have not satisfied the sensibility of consumers, no matter how excellent their functions and values, can no longer guarantee success. A product can be consumed only when it meets the external beauty and the consumer's inner emotional and intellectual needs. Art marketing is a type of marketing that has been created by recognizing these changes in consumers' tendencies. Companies try to read their emotions and emotions through continuous communication between consumers. Art marketing will continue to touch consumers' sensibility and increase their purchase desire.

So I thought about how great it would be to change the image of our school more artistically based on this research. The project I am envisioning will take a long time. For example, I went to the Bookstore last time. There were many T-shirts and merchandise on sale. However, all of them were consistently engraved with the LB logo and could not find other features. The thing that caught my eye the most was clothes products made in collaboration with Nike and CSULB. When the two images were merged, it created quite a synergistic effect.

Looking at the CUSLB ID card, I felt that it was too plain. As mentioned earlier, taking the Shinhan Card as an example, I thought it would be nice if the ID had a more emotional art image. If you look at the ID card, it is too yellow, and the LB logo is faintly visible. I don't think there is any reason to stick to just one ID card design. Like the various card designs provided by Chase Bank, it would be good to present multiple options for CUSLB ID. If I could fill the format of my ID card with any color I wanted, what student wouldn't like it? As it is the ID card design I chose, I want to carry it with me as much as I do, and I think I can naturally brag about it. To obtain such approval, approval from the school ID card department and the principal is essential. I don't currently carry a CSULB ID. It's because the design is not good and I don't want to brag about it. If an ID card is combined with art, I think CSULB will be a big issue in marketing, and students will also be proud of it. It would be nice to be able to change the design of the ID card that students really want to carry, rather than being confined to a formality.