| Summary: | 碩士 === 國立臺灣藝術大學 === 視覺傳達設計學系碩士班 === 101 === Chunghwa Post has been in operation for more than a hundred years. It provides banking services and postal services, as well as operating the Department of Philately, which is the subsidiary brand. This brand will produce different kinds of philatelic products, while customers are having transaction, allowing them to purchase those goods easily. The traditional brand image and profound trust is deeply rooted in the customer’s heart. However, numerous other brands have come up to share the marketplace, as it is a rapidly changing social environment. The consumers consider that the design from the Department of Philately is lacking innovation and without real character. Also, the Department seldom makes an effort on promoting its brand, and is not conducive to exposure and selling, which makes it difficult for the public to receive the message of new production. Therefore, the main issue is on how to utilize the poster design to catch people’s eyes and make the Department's character stand out from the crowd. In this research, through analysis of research and documentation review, we can understand the theory of branding and poster design, as well as the philatelic products’ develop status and future trends. The direction of the poster development is generated by the integration of case studies, after which, the design will be based on the results of questionnaires. This will allow us to see what preferences and suggestions the customers have. The new and improved products will then be used as a series of innovative images within the poster. These twelve creations will not only enhance the products themselves, but also the brand image. Essentially, through this research, we can improve both the characteristics of the product and the effects of the posters, to allow the customers a better way to visual the product itself. By using the posters, the customers memory of the brand will be strengthened and the department will have a stronger overall brand recognition by the general public.
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