A Study of the Emotion Expression Techniques of Motion Graphics: Focusing on Brand Web Sites for Mobile Phones

In recent product purchase activities, emotional factors are increasingly affect purchase decisions. Accordingly, Korea’s mobile phone brands that used to emphasize communication quality and function are gradually developing emotional marketing to stimulate the emotions of customers with the visual and auditory elements on their corporate websites. By means of online questionnaires , this paper showed that motion graphics is being used to effectively transmit the emotions on the websites of Korea’s mobile phone brands. By means of in-depth interviews, the paper also presented expression techniques of motion graphics appropriate for future emotional marketing strategies by analyzing the visual elements of motion graphics and the expression techniques of emotion images.