노들섬 연상 키워드 분석을 통한 아이덴티티 통합 디자인 전략 - AI 생성형 이미지를 중심으로

Abstract

As part of place branding research, this study aims to identify the experience of Nodlesum, a complex cultural space, to define its unique identity and propose a brand identity design direction using AI-generated images. First, we analyzed online data to derive keywords related to Nodlesum. In addition, we conducted a visitor perception survey to derive associated experience keywords and associated image keywords. Based on the keywords, we used AI-generated images to refine the brand visual identity and character design, and then derived a utilization strategy centered on merchandise. The significance of the final result is as follows. First, we defined the unique identity of Noddle Island based on user perceptions and prepared a prototype of the brand identity and practical results. Second, it provided a conceptual shift in place branding with an integrated approach to visitor perception and place brand identity design. Third, we prepared a brand identity strategy system that can be applied to idle spaces or public spaces that have difficulties in establishing a clear communication system. Fourth, by utilizing AI-generated images in the design process, we confirmed the potential of AI as a collaborator in the creative realm and a means of expanding thinking. This study is significant in that it is a design attempt to expand the perspective of place brand identity design and explore more practical and diverse ways of utilizing AI.