Brand Identity and Commercial Graphic Design in the Context of Cultural Wisdom, Supernatural Beliefs, and Emotional Design: Generation Z

Abstract

This academic article presents the concept of brand identity and commercial graphic design within the context of beliefs, particularly connecting with the semiotics of superstition, while applying the theory of emotional design for digital-age consumers. The study employs document analysis and case studies drawn from research or investigations of brands associated with the semiotics of superstition. The article situates graphic design within the values and beliefs of consumers, emphasizing its influence on consumption behavior in the digital era. The content encompasses the significance of brand identity design in the digital age, the role of design in fostering emotional attachment, the integration of contemporary supernatural wisdom with Thai lifestyle, and the application of superstition-based semiotics in the creation of brand identity and commercial graphic design. The article highlights the phenomenon of brand identity creation that can strategically inform marketing and graphic design practices by considering the importance of superstition-based symbols in alignment with the behaviors, tastes, and value systems of digital-age consumers. Furthermore, it demonstrates that the semiotics of superstition, from historical to contemporary contexts, continues to symbolize the pursuit of security and stability amidst uncertainty, reflecting the innate human desire to rely on supernatural beliefs for psychological reassurance in the digital era.