Exploring Emotional Expression Design in LINE Stickers

This research aims to explore the factors of emotional expression design in LINE stickers through Kansei Engineering and emotional design, creating business opportunities and marketing strategies. Initially, the research investigates the development of emoticons in LINE stickers and their impact on virtual characters and brand economy. The methodology includes expert validity and focus group methods, selecting the top ten downloaded paid official character stickers without text, conducting cross-discussions, and consolidating and removing unsuitable samples. Next, the study uses eight major emotions to conduct a questionnaire survey, analyzing participants’ recognition of emotional stickers and identifying easily recognizable emotional sticker styles. Using multidimensional scaling, the study analyzes 121 stickers and the participants’ emotional preferences, similarities, and uses hierarchical cluster analysis to classify stickers according to similar emotions. Based on the results, text-free stickers are designed to confirm their recognition and brand marketing effectiveness in the market.