AIGC 기반 브랜드 캐릭터 디자인 연구 -사용자 요구 분석을 중심으로 한 브랜드 및 캐릭터 개발-

초록

With the rapid advancement of digitalization and artificial intelligence technologies, virtual brand characters are emerging as a key means of brand communication and user interaction. Particularly, the advent of generative AI has equipped the creation of virtual brand characters with higher technical possibilities than before. The purpose of this study is to explore methods for creating virtual brand characters using AIGC based on user requirement analysis and brand personality theory, and to validate the validity of the proposed design methodology. Method This study utilized the KANO model and AHP to derive core design attributes and applied brand personality theory to provide a theoretical foundation for the character’s visual, behavioral, and narrative design. Subsequently, the effectiveness and applicability of the proposed method were validated through design practice and comparative analysis with representative cases. Conclusion The research findings indicate that a systematic generation process based on user requirements effectively supports the technical implementation, multi- environment adaptability, and brand emotional connection of virtual brand characters. This study provides practical guidelines for establishing a theoretical framework and practical application in the field of brand character design.

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