Tenth International Conference on The Image

Abstract

Billions of digital stickers are sent every day. The cute and vivid small stickers become an important tool that improves interpersonal communication and provides new ways to fulfill brands’ marketing needs at the same time. If consumers are attracted to the digital stickers, they will download the stickers and voluntarily share with friends in their digital conversation. Therefore, it makes a piece of brand images naturally slip into consumers engagements and makes brands go viral. Brands are quick to catch onto this trend and eager to spread high visibility within instant messaging apps. Especially great looking branded stickers are a versatile way to get brand exposure and perhaps brand affinity. It further benefits for strengthening consumer relationships and building brand image. However, one concern for branded stickers in overcrowded app stores has been the users’ awareness and willingness to use branded digital stickers. Therefore, catching the eyeballs of users is a significant issue. Shiao & Tsai (2017) had found design aesthetics has a significant impact on attitudes and sticker purchase intentions. This study intends to explore branded digital stickers design attributes. Expert evaluation research method is adopted and in-depth interviews with senior computer graphic design experts are conducted. By analyzing the attributes of successful branded digital stickers, this research findings provide practical insights for building corporate brand images on the social platform.