Kansei Marketing Strategies for Cultural and Creative Products

With the oversupply of goods, people began to pay attention to a higher level of emotional consumption. The pursuit of increasingly higher aesthetic quality has driven the popularity of the aesthetic economy and experience economy in recent years. The public has begun to pursue products with warm feelings and connotations. In particular, high-quality personalized handmade goods with sentimental value, warmth, and unique texture that are derived from regular handmade goods are popular in many countries and gradually become a trend. However, under the wave of globalization, high value-added products are produced through the trend of branding. Art and aesthetics are integrated into handmade goods to maximize their value, with the expectation of being stood out in such a competitive market. This study analyzed and summarized the current status of handicraft brands from the perspective of brand marketing and product design. It highlighted the handicraft characteristics by combing the brand power to achieve the effect of value-added goods to use it as a reference to strengthen the competitiveness of handicraft brands in the future.