GRAPHIC DESIGN APPROACHES FOR PROMOTIONAL CONTENT ON SOCIAL MEDIA A CASE STUDY OF THE PUNPRO FACEBOOK PAGE

Abstract

This research aimed to: 1) examine the digital content presentation formats employed by Punpromotion Co., Ltd.; 2) investigate graphic design approaches for presenting promotional content on social media platforms; and  3) evaluate and validate the proposed graphic design guidelines for promotional content presentation on social media. A qualitative research methodology was employed, utilizing participant observation within Punpromotion Co., Ltd. The study population consisted of 15 staff members from the Graphic Design and Digital Content Department, who served as key informants. Data were collected regarding graphic design practices for promotional content presentation, as well as advanced applications of Adobe Photoshop and Adobe Illustrator. The primary research instrument was a set of semi-structured questions used in focus group discussions. The findings are presented according to the research objectives. The study identified three key components that contribute to the effectiveness of graphic design for promotional content presentation on social media, based on a case study of the Punpro Facebook Page. First, the digital content presentation formats of Punpromotion Co., Ltd. comprise graphic design for affiliate marketing and graphic design supporting SEO and website content. Second, the graphic design approaches for promotional content presentation on social media include visual layout design for display media, image enhancement, and image extraction techniques. Third, the evaluation and validation of the proposed graphic design guidelines, as assessed by experts, indicated that the overall mean score across all components was at a high level (4.55, S.D. = 0.04).