MAGAZINERADIOSHOP
LOG INSUBSCRIBE
2025-08-30
Written by Evelyn Carter
From Seoul to New York, K-beauty’s visual evolution is fueled by designers who translate culture, strategy, and emotion into experience.
When consumers encounter a beauty brand—online, in-store, or through social media, it’s often the design that shapes their first impression. For Dahee Choi, a graphic designer bridging Eastern and Western markets, design is more than aesthetics; it’s a strategic language that informs perception, drives engagement, and ultimately converts curiosity into loyalty.
Beauty brands today compete in an attention economy where first impressions are made in 50 milliseconds—the time it takes for a consumer to form an opinion of a visual, according to a Google study. In this context, design is no longer decorative; it’s a critical factor in consumer trust and purchasing decisions. Choi has spent her career proving that well-executed design strategies can move business metrics as effectively as any marketing campaign.
“Design is not just what people see—it’s what they feel and remember,” Choi explains. “Every visual choice can guide perception and influence decisions.”
Companies that invest in cohesive visual systems often see tangible business outcomes. A McKinsey study shows brands with strong design systems achieve up to 32% higher revenue growth than competitors, while Nielsen research underscores that clarity in design directly affects comprehension and purchase intent. Choi applies these findings across campaigns, ensuring every layout, color, and interaction has a purpose beyond aesthetics.
“Observing real people interact with visuals is the most honest feedback,” she says. “Those moments teach more than any focus group ever could.”
K-beauty’s global success isn’t just about skincare innovation—it’s also about making cultural narratives legible across continents. From Seoul to Miami, consumers respond to design that communicates heritage, quality, and values intuitively. Choi emphasizes that translating culture visually is both a challenge and a responsibility.
“Design is a bridge,” she explains. “It’s how a story travels to someone thousands of miles away, who’s never interacted with the brand before. It has to feel authentic and meaningful.”
The beauty industry is evolving rapidly, and so is design:
For Choi, design starts with empathy. Whether it’s digital, physical, or social, she asks: how will someone experience this for the first time? That perspective guides decisions and ensures engagement is both meaningful and measurable.
“The moment someone connects with a design emotionally, it’s measurable,” Choi notes. “It guides behavior, builds loyalty, and shapes perception in ways that statistics alone can’t capture.”
Designers today aren’t just visual artists—they’re strategic advisors. Choi combines cultural fluency, user-centered thinking, and research-backed strategy to help brands communicate effectively across borders. Her work embodies a broader shift: design as a driver of global impact, not just an afterthought.
Choi sees immense potential in expanding K-beauty’s reach while maintaining design excellence. “The U.S. market is competitive and inspiring,” she says. “I want to bring my experience there, helping brands connect with audiences worldwide. Design is the bridge, the translator, and the amplifier.”
In an increasingly globalized beauty landscape, Dahee Choi demonstrates that design is not decoration—it’s strategy, empathy, and storytelling combined. Her thought leadership highlights how visual systems can build trust, drive engagement, and scale brand impact across continents. For any brand seeking relevance, resonance, and results, her insights are both blueprint and inspiration.