Designing for a destination - Storytelling via patterns
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Journal Title
Journal ISSN
Volume Title
School of Arts, Design and Architecture |
Master's thesis
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Author
Date
2021
Department
Major/Subject
Mcode
Degree programme
Master’s Programme in Fashion, Clothing and Textile Design
Language
en
Pages
67
Series
Abstract
Competition between tourism destinations is fierce in the post-pandemic era. Destination brands need to explore alternative design solutions to differentiate themselves from their competitors and improve brand communication. Surface pattern design can be a potential solution in branding a destination. This thesis offers a viewpoint of using surface patterns as a strategic communication tool for destination brands. According to the literature review, this topic has not been previously discussed. This thesis combines literature from the fields of branding, destination branding and design management. To be more precise, the theoretical framework of this thesis consists of theories related to brand identity, destination branding and design semantics. A theoretical approach on how to manage a destination's identity from a designer's perspective as well as an aesthetic strategy in surface pattern coordination for a destination brand is presented in this thesis. This thesis uses a Finnish destination North Karelia and its target market China as a case. As the theoretical approach suggests, the destination identity of North Karelia and its perceived destination image in China market are studied. Results of these studies are evaluated to recognise the principles of the design guideline. Studies indicate that brand communication of North Karelia in China market lacks the emotional context of the destination experience. A collection of surface patterns is developed to convey destination identity to its target audience strategically. The results suggest that finding the relevant emotional context associated with the destination identity is crucial to support market-specific brand communication. A corresponding aesthetic strategy should be developed to evoke the customer's emotion in the surface design process.Description
Supervisor
Salolainen, MaaritThesis advisor
Person, OscarLahtinen, Ammi
Keywords
surface design, brand identity, destination branding, destination identity, semantic transformation, Chinese market, market-specific
