• International Journal of Contents
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• v.6 no.3
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• pp.71-82
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• 2010

The golden ratio is a mysterious number that surprisingly appears in science, physics, mathematics, as well as in nature. The number 1.618 seems to be a universal constant, and crops up whenever the subject is of beauty or elegance. Beautiful flowers and sea shells and also attractive people have a common number and that is 1.618 or $\varphi$ (phi). This paper does a study into the story of phi, and describes how the golden ratio is derived. Artists, architects and designers have employed the ratio into dimensioning their works of art to achieve visual appeal. Examples such as the Greek Parthenon of the Acropolis and paintings such as the Last Supper all use this magic number. An investigation was conducted among 50 people to test if looking at golden proportioning was actually appealing, or if it was just a type among overzealous enthusiasts. The results show that the golden ratio may actually be of some use.

• Archives of design research
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• v.15 no.2
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• pp.115-124
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• 2002

There has been no enough consistency about the question of 'Is it possible for golden section to be applied to product design\ulcorner'In addition, There has been no near answer about 'What is proportion\ulcorner and 'How can proportion be approached\ulcorner About this matter, this study identified various types of proportion through experiment design and consumer surrey. According to the results of this study, various and different types of proportion exist in product design and therefore, proportion in product design couldn't be considered by one-dimensional aesthetic element. This kind of study about the types of proportion could give an good answer abort the matter of 'Is it possible for golden section to be applied to product design\ulcorner'and it's expected practically to give a useful insight to the approach of Product design in Which proportion is considered. In addition, preferred proportion structure is different according to the consumer characteristic, successful design strategy such as niche market penetration could be performed if designers classify consumer characteristic systematically.

• Science of Emotion and Sensibility
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• v.5 no.1
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• pp.49-60
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• 2002

The aims of the study are first, in other to meet the demand for a new product design process, to review the prototype theory and to find out the conceptual structure of product aesthetics, which is another properly thought to be as important as the typical pattern in an effort to patch up the theory second to help designers overcome the limits of idea generation and create consumer oriented designs with a high success rate by setting up a new product design process that is established through the application of the aesthetically influential factor 'proportion'based on the preceeding studies that tested product aesthetics measuring devices. In other words, this study tries to find out product categories, making use of the prototype theory to introduce an ideal proportion for product design, recognizing the importance of proportion by conducting product pattern analysis: to create a differentiated method that can product consumer oriented designs, even if it only manipulate proportion and to establish a new design process that can systematically explain the methodology for various form generation that applies proportion. This study reviews the theoretical aspects of concepts pertaining to the above … and, based on them, empirically tests them by patting to use the programs, for proportion manipulation. This study was conducted in the following way: To begin with, this study takes out proportion out of some aesthetically influential factors that has a great impact on the way consumers prefer certain product designs and tries to see how proportion affects the consumer preference when consumers select a product. In addition, we could analyze the difference between the ideal proportion that consumers prefer and the traditional golden proportion produced through theoretical studies. The correlations between preferred proportion and ideal proportion, and preferred proportion and golden proportion could be shown. In order that we may create form variations through more detailed proportion manipulation on the basis of the ideal proportion verified as preferable, we again applied the proportion factor to the process utilizing PDS(proportion Distortion System). In the way the restraint of form generation could be pursued. All in all, this study makes an attempt to set up a design process to create new product forms through the application of Proportion.

• Science of Emotion and Sensibility
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• v.21 no.1
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• pp.91-98
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• 2018

The purpose of this study is to reveal concrete evidence on how aesthetic preference is applied in product design by countries. Since the 19th century, the proportion has been examined various times, and the conclusions consistently showed the strong preference for the golden ratio (1:1.618). However, previous studies are mainly focused on western products that were designed by western designers, so when the same experiment conducted for the first time in Asia with the question of 'Is the Asian subjects also likes the golden ratio?', the result clearly revealed that Korean subjects have a significant preference for the root ratio (1:1.414) and perfect square (1:1). It demonstrates that proportion preference might be different by countries, and it also influences on everyday products. Moreover, there is not enough evidence of Asian product proportions. For this reason, this study will strive to expand the knowledge on Asian aesthetic preference by focusing on Japanese automobiles that were designed and produced in Japan. 55 iconic Japanese automobiles were analyzed for proportion and compared with 50 iconic German automobiles. The result shows that Japanese automobiles have a shorter length of 7:10 (1:1.414) ratio than German automobiles with 13:23 (1:1.769) ratio. This result proves that there is the difference in preference for the proportion of Japan and Germany, and it has already influenced on automobile proportions. This result has a strong value that finding the most appropriate proportion of automotive design is a major issue in new product development, so this can be adapted to various fields of the design process where strong cultural value exists.