Discussion on Aesthetic Marketing in the Age of Sensibility

DOI

10.2991/assehr.k.210106.049How to use a DOI?

Keywords

aesthetic marketing, aesthetics, style

Abstract

Under the pressure of global industrial competition in the 21st century, perceptual design has become a prominent subject in the field of design. With the progress of science and technology and the improvement of people’s life quality, modern consumers have gradually become more and more sensitive to the demands of products. It is an important subject for modern designers to design products more in line with consumers’ demands through Kansei Engineering. Through the discussion of relevant literature data, this paper sorts out the theories and methods of Kansei Engineering and the practice and application of perceptual design. Firstly, this paper discusses the fashion significance of the Age of Sensibility, describes the theories, types and methods of Kansei Engineering, and the relationship between Kansei Engineering and fashion. Secondly, it explores the perceptual aesthetic style, describing that style is composed of aesthetic elements such as shape, color and texture. Third, the paper focuses on the marketing and strategy in the Age of Sensibility, aiming to point out that consumers’ motivation to buy goods is not just the use function of goods. Aesthetic marketing strategy is to establish a series of aesthetic marketing strategies based on the five senses (vision, hearing, smell, taste and touch) of the perceptual experience generated in the enterprise brand. Fourth, the paper expounds that designers should grasp the sense perception and psychological needs of customers, systematically implant the user’s needs into the prototype design, and make the perceptual design the key to adding value of creative economy, aesthetic economy and knowledge economy.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Meijin Hsiao
AU  - Shuhua Hsueh
PY  - 2021
DA  - 2021/01/06
TI  - Discussion on Aesthetic Marketing in the Age of Sensibility
BT  - Proceedings of the 6th International Conference on Arts, Design and Contemporary Education (ICADCE 2020)
PB  - Atlantis Press
SP  - 258
EP  - 263
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.210106.049
DO  - 10.2991/assehr.k.210106.049
ID  - Hsiao2021
ER  -