As times change, the concept of characters and posters is quickly recognized by consumers, and its role as a means of visual Communication is gradually increasing, and branding using characters and posters is becoming a trend. With the implementation of the local autonomy system, Korea entered the era of localization in earnest, and each local government held a local festival with materials such as history, culture, specialties, and local food that each region has to revitalize the region and improve its image. Many festivals are held every year throughout the country, and posters and characters are widely used as promotional marketing. Beyond simply toattract interest and visual attention from local festivals, the identity and direction of the festival are determined. In addition, as the proportion of online media such as non-face-to-face and SNS marketing has increased since COVID-19, the utilization of characters and posters has become larger as a means to strengthen online communication, accounting for a large portion of the local economy.
Local festival characters and posters should be developed in a differentiated design for the development of tourism products for local festivals as well as the role of delivering images that anyone can easily associate with the region. It is not just a simple design that is easy to see, but it should also have visual elements, and reflect the differentiated characteristics of local festivals, so that the story can be supported and easily delivered to the public.
Although most middle-aged and elderly people have a good perception and image of the stingray, it is hard for young people and the new generation to see it as friendly when they come into contact with the pungent taste and smell. In addition, the Yeongsanpo Skate Festival currently in use does not function as a character and poster, and is expressed as a static image that does not match modern sensibility, and there are parts that are not used as social characters and parts that are not redesigned to suit modernization trends. Therefore, through the development of characters and poster designs for the Yeongsanpo Skate Festival, we would like to design not only a local promotion but also make the image of Skate familiar to everyone, young and old, by actively utilizing posters and tourism products that involve character designs.
For this research purpose, this paper will investigate the characters and posters of seven marine products festivals in Korea, and analyze the symbolic meaning and expression of each character and poster in detail, identify problems with the characters and poster design, in order to develop new characters and posters. Also, The purpose is to analyze the results through a consumer survey and finally derive characters and posters.
Therefore, for the identity and development of the Yeongsanpo Skate Festival, this researcher designed the Yeongsanpo Skate Festival characters and posters to suit modern sensibility and trends that can be expressed to anyone, and easily recognize and remember the characteristics and purpose of the festival. In addition, the character and poster were proposed in three drafts and the character and poster were proposed to simplify the color and not to interfere with the symbolism of the material.
As a result of the survey conducted in the course of this study, most of them liked the design by drawing out the character B draft and poster B draft design, and others said that the need for characters and posters to promote on behalf of the region was also high. It is highly praised for promoting the Yeongsanpo area and for the need to convey the image of local festivals and represent the region. Therefore, in order to develop characters and posters representing the culture and identity of the Yeongsanpo region, it was evaluated that it was decided to be used as a means of public relations for local economic development and identity by considering intimacy and symbolism.