• Science of Emotion and Sensibility
• /
• v.12 no.2
• /
• pp.193-204
• /
• 2009

The importance of corporate identity design has been recently highlighted in the marketing. However, logotype among marks that represent the image of a company has been neglected relatively comparing to symbol mark and logo mark. A logotype should be something to represent the personalities and characteristics of a company in suggestive ways. For such reasons, the image expressions by shape are thought to be important. Consequently, the formative aspects of visual communication design should be examined with emphases. However, it is true that studies on the formative aspects regarding logotypes and logo marks, especially studies on the shapes of font types and the responses of consumers to them, are lacking. Accordingly, this study examined the visual shape of logotype preferred by consumers and the shape of logotype preferred by consumers according to the business type of companies. As a result of research, there were differences in the elements of logotype preferred according to the business type of companies; as for construction companies is preferred the body of the type of dotum font with bold stem, without serif, with oblique, straight-line and curve-line endings; as for banks is preferred the body of the type of dotum font without serif, with oblique ending and with one-side curve style of serif, the stem in a middle level; as for laboratories is preferred the body of the type of dotum font with oblique ending, with bold stem and straight-line serif. The elements that should be commonly applied to construction companies, banks and laboratories appear to be the oblique ending but the curve-line ending and shallow stem seemed to be avoided. On the other hand, the serif, ending and gulim appeared to be applied differently according to the business type.

• Archives of design research
• /
• v.17 no.3
• /
• pp.303-312
• /
• 2004

The purpose of this study is to activate the study on movercial. To accomplish of this, the objectives of this study are two-fold. First, this study attempts to find out how movercial are interpreted and experienced compared to product placement; and secondly, to delineate experience and interpretation in terms of the themes of movie centrality and consumption-specific relevance. This study attempted qualitative approach comparing to the criteria consisted of the themes of movie centrality and consumption-specific relevance to gain in-depth understanding of how movercial which is popped up and regarded as a newly creative format in the diffusion of internet culture and mobile communication environment is experienced and interpreted. For this aim, the moviegoer informants were classified into frequent and infrequent based on the classification method of previous product placement study of Delorme & Reid(1999) and Focus Group Interviews and In-depth Interviews were executed for understanding of how are experienced. Major implications of this study were as follows. First, prior experience of brand exposure from movercial enhanced familiarity for advertising in real-life. Second, movercial can be used to influential tools for purchasing decision with advertising and product placement. Third, informants experienced uncomfortable feeling of change and discomfort against the format of hybrid commercial message such as movercial and PPL which is penetrating into the culture and art at large.

• Archives of design research
• /
• v.17 no.3
• /
• pp.27-38
• /
• 2004

It is important for designers to be supported with their decision-making on colours which is often based on personal distinction rather than logical dialogue that may lead to confusion within communicating with others. To help these problems and to gain productivity, we would like to propose a way to define colour grouping method. In other words, the purpose of this study is to help to improve the communication and productivity within the design and designers. The grouping was based and inspired by from the studies of Kobayashi, Hideaki Chijiawa, Allis Westgate and Martha Gill. The study of grouping is based on the "tones" of each group, as they seem to reflect a designer s sentimentalism of chosen colours the best. Each of these groups will be named Bright , Pastel ,Deep and Neutral The general concept of each groups are: - Bright: high quality of pixels of primary colour - Pastel: primary colour with white - - Deep: Primary colour with gray or black - Neutral: colours that does not include any of above Each of the colour group has been allocated into Si-Hwa Jung's colour charts and colour prism to visualize the relationships between the colour groups. These four groups and the colours included in them will be broken down to smaller groups in order to make colour palette. This would break the barrier and result in using colours in groups as well as crossover coordination. This study would result in new ways of using colurs for designers designers

• Archives of design research
• /
• v.18 no.3 s.61
• /
• pp.45-54
• /
• 2005

Visual messages are fundamental elements for performing communication and indicate the signs which are delivered from the communicator to the communicatee via channels, Generally, we can classify visual messages into two groups; linguistic factors which are rational and deliver abstract concepts and unlinguistic factors which are mental and can be expressed concretely. Especially, web site with receivers' low attention and concentration need images which can attract their attention to visual messages. That is, web site is a medium which allows us to feel visual and emotional experiences. We can call it a standard of sign systems which are consisted of various styles of digital texts. The main purpose of this study lies in that we'll analyze how homepage introductory page as one of the forms of digital text conduces a meaning action to the receivers and that we'll apprehend the structures of images and different types of signs via a semiotic approach and analyze the underlying meaning of the messages. In order to survey the structures of images we'll look into the attitude toward perceiving messages by using semantic differential method which has been developed mostly by Osgood and analyze the visual images by adopting sign types of Fuss. As the signification is created by combining signs, it is significant that we'll analyze the meaning of sings between the transmitters and receivers from the semiotic viewpoint and study the signification systems.

• Archives of design research
• /
• v.17 no.3
• /
• pp.133-146
• /
• 2004

Diagrams have been deeply and widely used for supporting effective communication relating to design information and knowledge in most design fields. The results show that their role expands to "developmental design material" increasing the principle and method of design process. It's recent trend that Digital-Diagrams are aggressively used in multimedia design fields such as web contents, interactive movies and DVD Titles in order to support user's information understanding more effectively and to stimulate user's participation in information acquiring process. This study aims to clarify the essence of digital diagram corresponding to infographic material in multimedia design and application of multimedia contents development process . This study purpose leads to argue the substance of Digital-Diagrams as one of infographic types and identity of Digital-Diagrams which is relatively compared to existing Diagrams. Eventually, this study examines the application issues of Digital-Diagrams in multimedia design process. Regarding the identity of Digital-Diagrams, they are functionally utilized depending on hypertext based on language forms and interactivity based on graphical forms as core attributes. Therefore, they semantically enlarge user s information understanding by segmenting hierarchy of information expression and rather support user s acquisition of information control ability. Relating to multimedia design process, Digital-Diagrams are used by information designers and navigation designers as method for ‘modeling for realization based on information acquisition support for information-users. Especially, the study results show that the applications of Digital-Diagrams are performed for information representing methods for information designers and embodiment of useful functional factors of interface for navigation designersgation designers.

• Archives of design research
• /
• v.12 no.4
• /
• pp.327-337
• /
• 1999

As the computer technology grows so fast, it can affect the human life in every fields. Specially, advent of Digital epoch is changing human life completely. In the past, people should get the information through the mass-media. But these days we can produce and provide some information through new media, Internet. In other words, two-ways communication like internet make individual be the producer in the information stream. Especially, net generation is different form the old generation and they want to express themselves distinctively from others. Nevertheless, they can't have the chance to express their identity properly and only they try to satisfy their needs by consuming special goods. In this article, I want to suggest a program that an individual can express their own identity and image. I will transform CIP (Corporate Information Program) and adjust it to an individual case. This is different from the previous study that emphasize the external factor figure, etc. First, we will find the MI(mind identity) and the BI(behavior identity). Second, we will present the VI(visual identity) by using two factors. - MI, VI. Finally, we will analyze them totally and make the PI(personal identity ) that can express their own identity and philosophy well. Through this programs, they can express themselves well and get the chance to think creatively. I am sure this program will have more implications about image strategy.

• Archives of design research
• /
• v.12 no.2
• /
• pp.75-86
• /
• 1999

Faced with various challenges given from internal or external, universities and colleges, about 300 in number, began to feel one another as their rival and recognized advertising marketing as a solution of unlimited competition and were in serious action for advertising. School advertising has suddenly increased in quantity, but falls in creative strategy of qualitative level behind corporate or product advertising. This study suggests effective creative strategy, based on comprehension of characteristics of school advertising and on analysis of creative as a strategy, of advertisements put by schools. School advertising demands the approach different from commercial dimension of corporate advertising, because schools are characteristic of public interests. Schools need to take positive creative strategy of image advertising instead of passive type of recruitment announcement. This effective and Positive creative strategy des not only Provide the chance to select schools for customers of school advertising which sets up applicants for admission as the first target audience, but also instills affirmative and positive image in potential customers of the future such as pupils of elementary or middle schools and ordinary people so that it may make effective communication possible

• Archives of design research
• /
• v.19 no.2 s.64
• /
• pp.91-98
• /
• 2006

The product convergence and complex application environment raise the need of multi-modal interface which enables us to interact products through various human senses. The sense of vision has been used predominantly more than any other senses for the traditional and general information gathering situation, but in the future which will be developed based on the digital network technology, the practical use of the various senses will be desired for more convenient and rational usage of the information appliances. The sense of auditory which possibility of practical use is becoming higher than ever with the sense of vision, the possible usage will be developed broader and in the various ways in the future. Based on this situation, the characteristics of the written language and the colloquial language and the comparative analysis of the difference between male and female's reaction for each language were examined through this study. To achieve this purpose, the literature research about the diverse components of the language system was peformed. Then, some peculiar characters of the sense of vision and auditory were reviewed and the appropriate experimentation was planned and carried out. The result of the accomplished experimentation was examined by the objective analysis method. The main results of this study are as follows: first, the reaction time for written language is shorter than colloquial language, second, there is a partial difference between the male's and female's reaction for those two stimuli, third, there is no selection bias between the sense of sight and the sense of hearing. I think the continuous development of the broad and diverse ways of study for various senses is needed based on this study.

• Archives of design research
• /
• v.19 no.2 s.64
• /
• pp.229-240
• /
• 2006

It is very important issue in information design to improve information efficiency by adapting interesting factors in changing circumstance of information communication. The concept of infotainment is utilized in designing information contents in a way of combining entertainment factors with information itself based on various media and representation technologies. The information arousing user's attention, which includes interesting factors, is persuasive message comppared to the informative message conveying only information itself. The reason why infotainment is persuasive is because it makes the user absorb deeply in the information during the process of understanding by sensorial stimuli, cognitive interest, and situational interest. The sensorial stimuli originates from the expression elements of information design. The cognitive interest from the user's intellectual activities has a try to overcome mental block when user confronts with the redundant expression in the manner of unexpectedness and inharmony. The situational interest originates from user's optimum experience by the flow of satisfaction. Therefore, the attribute of infotainment is defined with the stimuli, the redundancy, and user's satisfaction. Its design elements consist of physical factors, organizational factors, and psychological factors. The physical factors through sensorial stimuli are utilized by visual manipulation such as visual analogy or visual pun, multimedia, and moving expression. The organizational factors through redundant expression bring user's imagination by adapting storytelling, event, and interaction in the process of understanding information. The psychological factors through expression of entertainment interests such as humor, play, and game give users psychological satisfaction with the flow. In conclusion the concept of infotainment can be adapted when the design factors should be integrated with its attributes, or the conveying information should go well with its purpose and characteristics.

• Journal of the Korea Academia-Industrial cooperation Society
• /
• v.17 no.5
• /
• pp.186-194
• /
• 2016

This study was conducted to determine whether if the emotional response of participants influences senior citizens at a senior citizen center and to develop the qualities and skills of the instructors of the senior citizens. Not only will we provide effective materials but also provide basic materials as well. The emotional response of interpersonal relationships, achievement goal of ability to performance, and influence of orientating themselves. Additionally, the emotional response of interpersonal relationships, ability to concentrate, and confidence. Finally, the achievement goal of task orientation, concentration of ability to performance on orientating oneself, as well as confidence. Therefore, we will be able to determine if the emotional response of a participant influences achievement of a goal and of the effectiveness of senior citizen instructors. This will not only help with practical and cultural issues, but will close the distance between the instructors participants based on consideration of their situational aspects. Furthermore, the sports activities and continued participation of the elderly. Always need to be ready mentally, and rather than the consideration of others as well as the game results, it is important to have an interest in achieving their own standards. Instructors toned to lend support while setting goals for the participants so that they contribute to the personal development and overall quality of life of the participants.