ABSTRACT
Brand visual identification design encompasses several items, and human sensory organs are related to many types of emotional responses. Designers with a good command of the sense-related elements, which determine consumer decisions, are designers who have a good command of the key to consumers’ purchase decisions. Therefore, the key strategies for successful brand marketing are focus, positioning, and differentiation. However, what kinds of emotions strike a chord with consumers is an important question. A sense of wellbeing, which is enthusiastically promoted in the entire world, might provide a direction for determining what type of brand mascots would be perceived by consumers as mascots bursting with happiness and conveying a sense of wellbeing. Determining this direction would be conducive to setting brand strategies and initiating an economy of happiness, which provides brands with a sense of happiness.
