The Impact of Cultural Code on the Visual Presentation of Brand Touchpoints: A Case Study of the Common Skincare Market in South Korea

Abstract

Brand touch point is a common means of brand marketing, is the key moment for users to contact with the brand, is an important part of influencing consumer decision-making, and has a significant impact on consumer experience and help them decide whether to buy the brand products. This paper is research on common Skincare Market in South Korea. Proposing an Innovative Path for Brand Marketing in the Current Consumer Era Based on the Brand Touchpoint Perspective. It is proposed to meet the basic needs of users, provide personalized services and co-create brand value with consumers before, during and after the brand contact, respectively. Applying the theory of cultural codes as well as analyzing the characteristics of such companies, insights are drawn from the visual design of brand touchpoints and factors affecting consumer decision-making, providing practical references for the marketing of such brands.