• Title/Summary/Keyword: Visual value

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The Usefulness of Product Display of Online Store by the Product Type of Usage Situation - Focusing on the moderate effect of the product portability - (사용상황별 제품유형에 따른 온라인 점포 제품디스플레이의 유용성 - 제품 휴대성의 조절효과를 중심으로 -)

  • Lee, Dong-Il;Choi, Seung-Hoon
    • Journal of Distribution Research
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    • v.16 no.2
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    • pp.1-24
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    • 2011
  • 1. Introduction: Contrast to the offline purchasing environment, online store cannot offer the sense of touch or direct visual information of its product to the consumers. So the builder of the online shopping mall should provide more concrete and detailed product information(Kim 2008), and Alba (1997) also predicted that the quality of the offered information is determined by the post-purchase consumer satisfaction. In practice, many fashion and apparel online shopping malls offer the picture information with the product on the real person model to enhance the usefulness of product information. On the other virtual product experience has been suggested to the ways of overcoming the online consumers' limited perceptual capability (Jiang & Benbasat 2005). However, the adoption and the facilitation of the virtual reality tools requires high investment and technical specialty compared to the text/picture product information offerings (Shaffer 2006). This could make the entry barrier to the online shopping to the small retailers and sometimes it could be demanding high level of consumers' perceptual efforts. So the expensive technological solution could affects negatively to the consumer decision making processes. Nevertheless, most of the previous research on the online product information provision suggests the VR be the more effective tools. 2. Research Model and Hypothesis: Presented in

    , research model suggests VR effect could be moderated by the product types by the usage situations. Product types could be defined as the portable product and installed product, and the information offering type as still picture of the product, picture of the product with the real-person model and VR. 3. Methods and Results: 3.1. Experimental design and measured variables We designed the 2(product types) X 3(product information types) experimental setting and measured dependent variables such as information usefulness, attitude toward the shopping mall, overall product quality, purchase intention and the revisiting intention. In the case of information usefulness and attitude toward the shopping mall were measured by multi-item scale. As a result of reliability test, Cronbach's Alpha value of each variable shows more than 0.6. Thus, we ensured that the internal consistency of items. 3.2. Manipulation check The main concern of this study is to verify the moderate effect by the product type of usage situation. indicates that our experimental manipulation of the moderate effect of the product type was successful. 3.3. Results As
    indicates, there was a significant main effect on the only one dependent variable(attitude toward the shopping mall) by the information types. As predicted, VR has highest mean value compared to other information types. Thus, H1 was partially supported. However, main effect by the product types was not found. To evaluate H2 and H3, a two-way ANOVA was conducted. As
    indicates, there exist the interaction effects on the three dependent variables(information usefulness, overall product quality and purchase intention) by the information types and the product types. As predicted, picture of the product with the real-person model has highest mean among the information types in the case of portable product. On the other hand, VR has highest mean among the information types in the case of installed product. Thus, H2 and H3 was supported. 4. Implications: The present study found the moderate effect by the product type of usage situation. Based on the findings the following managerial implications are asserted. First, it was found that information types are affect only the attitude toward the shopping mall. The meaning of this finding is that VR effects are not enough to understand the product itself. Therefore, we must consider when and how to use this VR tools. Second, it was found that there exist the interaction effects on the information usefulness, overall product quality and purchase intention. This finding suggests that consideration of usage situation helps consumer's understanding of product and promotes their purchase intention. In conclusion, not only product attributes but also product usage situations must be fully considered by the online retailers when they want to meet the needs of consumers.

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  • Design Anamorphic Lens Thermal Optical System that Focal Length Ratio is 3:1 (초점거리 비가 3:1인 아나모픽 렌즈 열상 광학계 설계)

    • Kim, Se-Jin;Ko, Jung-Hui;Lim, Hyeon-Seon
      • Journal of Korean Ophthalmic Optics Society
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      • v.16 no.4
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      • pp.409-415
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      • 2011
    • Purpose: To design applied anamorphic lens that focal length ratio is 3:1 optical system to improve detecting distance. Methods: We defined a boundary condition as $50^{\circ}{\sim}60^{\circ}$ for viewing angle, horizontal direction 36mm, vertical direction 12 mm for focal length, f-number 4, $15{\mu}m{\times}15{\mu}m$ for pixel size and limit resolution 25% in 33l p/mm. Si, ZnS and ZnSe as a materials were used and 4.8 ${\mu}m$, 4.2 ${\mu}m$, 3.7 ${\mu}m$ as a wavelength were set. optical performance with detection distance, narcissus and athermalization in designed camera were analyzed. Results: F-number 4, y direction 12 mm and x direction 36 mm for focal length of the thermal optical system were satisfied. Total length of the system was 76 mm so that an overall volume of the system was reduced. Astigmatism and spherical aberration was within ${\pm}$0.10 which was less than 2 pixel size. Distortion was within 10% so there was no matter to use as a thermal optical camera. MTF performance for the system was over 25% from 33l p/mm to full field so it was satisfied with the boundary condition. Designed optical system was able to detect up to 2.9 km and reduce a diffused image by decreasing a narcissus value from all surfaces except the 4th surface. From sensitivity analysis, MTF resolution was increased on changing temperature with the 5th lens which was assumed as compensation. Conclusions: Designed optical system which used anamorphic lens was satisfied with boundary condition. an increasing resolution with temperature, longer detecting distance and decreasing of narcissus were verified.

    Enhancing Predictive Accuracy of Collaborative Filtering Algorithms using the Network Analysis of Trust Relationship among Users (사용자 간 신뢰관계 네트워크 분석을 활용한 협업 필터링 알고리즘의 예측 정확도 개선)

    • Choi, Seulbi;Kwahk, Kee-Young;Ahn, Hyunchul
      • Journal of Intelligence and Information Systems
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      • v.22 no.3
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      • pp.113-127
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      • 2016
    • Among the techniques for recommendation, collaborative filtering (CF) is commonly recognized to be the most effective for implementing recommender systems. Until now, CF has been popularly studied and adopted in both academic and real-world applications. The basic idea of CF is to create recommendation results by finding correlations between users of a recommendation system. CF system compares users based on how similar they are, and recommend products to users by using other like-minded people's results of evaluation for each product. Thus, it is very important to compute evaluation similarities among users in CF because the recommendation quality depends on it. Typical CF uses user's explicit numeric ratings of items (i.e. quantitative information) when computing the similarities among users in CF. In other words, user's numeric ratings have been a sole source of user preference information in traditional CF. However, user ratings are unable to fully reflect user's actual preferences from time to time. According to several studies, users may more actively accommodate recommendation of reliable others when purchasing goods. Thus, trust relationship can be regarded as the informative source for identifying user's preference with accuracy. Under this background, we propose a new hybrid recommender system that fuses CF and social network analysis (SNA). The proposed system adopts the recommendation algorithm that additionally reflect the result analyzed by SNA. In detail, our proposed system is based on conventional memory-based CF, but it is designed to use both user's numeric ratings and trust relationship information between users when calculating user similarities. For this, our system creates and uses not only user-item rating matrix, but also user-to-user trust network. As the methods for calculating user similarity between users, we proposed two alternatives - one is algorithm calculating the degree of similarity between users by utilizing in-degree and out-degree centrality, which are the indices representing the central location in the social network. We named these approaches as 'Trust CF - All' and 'Trust CF - Conditional'. The other alternative is the algorithm reflecting a neighbor's score higher when a target user trusts the neighbor directly or indirectly. The direct or indirect trust relationship can be identified by searching trust network of users. In this study, we call this approach 'Trust CF - Search'. To validate the applicability of the proposed system, we used experimental data provided by LibRec that crawled from the entire FilmTrust website. It consists of ratings of movies and trust relationship network indicating who to trust between users. The experimental system was implemented using Microsoft Visual Basic for Applications (VBA) and UCINET 6. To examine the effectiveness of the proposed system, we compared the performance of our proposed method with one of conventional CF system. The performances of recommender system were evaluated by using average MAE (mean absolute error). The analysis results confirmed that in case of applying without conditions the in-degree centrality index of trusted network of users(i.e. Trust CF - All), the accuracy (MAE = 0.565134) was lower than conventional CF (MAE = 0.564966). And, in case of applying the in-degree centrality index only to the users with the out-degree centrality above a certain threshold value(i.e. Trust CF - Conditional), the proposed system improved the accuracy a little (MAE = 0.564909) compared to traditional CF. However, the algorithm searching based on the trusted network of users (i.e. Trust CF - Search) was found to show the best performance (MAE = 0.564846). And the result from paired samples t-test presented that Trust CF - Search outperformed conventional CF with 10% statistical significance level. Our study sheds a light on the application of user's trust relationship network information for facilitating electronic commerce by recommending proper items to users.

    Effect of Diet Regimen of Sasang Constitution on Health Status (사상체질별 식이 섭생이 건강에 미치는 영향 -한방건강증진센터 시범운영을 위한 기초연구-)

    • Kim, Kwuy-Bun;Cho, Kyoul-Ja;Lee, Hyang-Yeon;Shin, Hye-Sook;Kim, Kwang-Joo;Moon, Heui-Ja;Kim, Yoon-Hee;Kang, Hyun-Sook;Park, Shin-Ae;Ji, Eun-Sun
      • Journal of East-West Nursing Research
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      • v.7 no.1
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      • pp.18-31
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      • 2002
    • This study, as a basic research to manage a Chinese Medicine Health Promotion Center by way of showing an example, is a before and after experiment research for simple group to verify a difference with cholesterol, health status and perception of health in order to confirm a effectiveness of diet and regimen according to the 4th status of physical constitution. Research object was chosen of 42 persons who operate a physical constitutional dietary regimen among them after selecting professors and clinical nurses (55 persons) majoring in the science of nursing who participated in Chinese Medicine-oriented Nurse Training Course from Aug. of 2001 to Feb. of 2002 all over the country. Diagnostic tools for physical constitution was used of the questionary that is currently consisted of physical constitution grouping test in Eastern & Western Diagnose Center of K Medical Center, and rating of health status was used of the tool that standardized CMI(Cornell Medical Index) to be available for Korean, and perception measurement for health status was used of a visual analogue scale for the health status that each one perceive personally, and physiological status was measured of cholesterol in blood. Analysis for the collected data was carried out by percentage, $X^2$ test, paired t-test according to research object by using SPSS, and the results of this study are as follows. 1) There was no difference with cholesterol before or after the experiment for objects. As a result of estimation about difference with health status by areas before or after the experiment, there are more improved result in eyes, ears, digestive organs, bones and sinews organs, frequency of a disorder, habit, adaptation status, angry, healthy status than before the experiment. As a whole, after the experiment the health was more improved than before the experiment. As the result to inspect a difference of health perception between before and after experiment, after the experiment the health perception level was improved than before, however there was no meaningful differences. 2) As the result to inspect a difference of cholesterol between before and after experiment according to object's physical constitution, in the case of So-yang-in(a person with the minimum male: according to the male and female principles(the sun and the moon)) among the 4th status of physical constitution there was only meaningful difference statistically, however, after the experiment their cholesterol's value was increased. As the result to inspect the difference of health status between before and after the experiment according to physical constitution, all of Ta-um-in(a person with maximum the female), So-yang-in(with the minimum male), So-um-in(with the minimum female) had a meaningful difference before and after the experiment, which means that in all case by physical constitutional groups, after the experiment their health status was more improved than before the experiment. As the result to inspect a difference of health perception between before and after according to physical constitutions, in the case of Tae-um-in and So-um-in, average score after the experiment was risen than before the experiment so that it means that the level of health perception was improved, however, there was no meaning statistically. According to the above results, if continuous diet and regimen by each physical constitutions could be implemented, it is certain that the health could be maintained and promoted. And, what we are healthy is for oneself to feel it subjectively. However, I think that cholesterol score in blood that we can view objectively could be changed distinctly if we can implement a strict diet and regimen. Accordingly, it is necessary for a method and period of experiment to be more strict and longer. According to the above results, I would like to suggest as follows. 1) In order to understand health status by Korean's physical constitutions and to generalize it, these research will be repeated against much more objects that could be selected by proper grouping method to consider a representative. 2) It is necessary for a research to inspect health status by physical constitution by developing a health status measurement tool that has higher confidence and propriety based on physical constitutional theory.

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    Landscape Composition Based on Placement and Harmony in the Namgea Suhwon (치(置)와 화(和)의 개념으로 분석한 남계서원의 경관짜임)

    • Rho, Jae-Hyun;Shin, Sang-Sup
      • Journal of the Korean Institute of Landscape Architecture
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      • v.37 no.4
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      • pp.72-85
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      • 2009
    • This study attempts to examine the principles of landscape composition for a 'Suhwon(書院)' and the meaning and value of its traditional landscape architecture, in order to apply the results to the design of modern landscape architecture. A 'Suhwon' is a vital space containing the form and meaning of human activity. This study analyzes the characteristics of landscape composition in the construction of the Namgea Suhwon, located in Hamyang, by examining the form and meaning of its area and composition. The Namgea Suhwon was constructed with a suitable configuration and harmony in a good location, neither field nor mountain, and which encompasses transcendence and a return after passage through a period of birth and abundance. Its appearance means 'life existence and hidden death(生居死幽)'. Its spatial system is a reflection of the idea of Samshinoje(三神五帝: The three abilities of Providence and its five subjects) connected with Ilsangje -Samshin -Ohje. It was built based on the idea of Biryebudong(非禮不動) meaning that one should follow only good decorum and avoid discourtesy, complying with "the frame of decorum" developed by the family rites of Chu Hsi. The environmental design of the Namgea Suhwon was interrupted by the material confrontation between mountains and water and a binary code system, such as front to rear, length to breadth, and movement to stillness. The design did not adhere to stiff axes, but pursued the harmonic principles of asymmetric balance in the building and the yard, which are very naturalistic. The name 'Namgea Suhwon' is closely related with the view of placement(置) and harmony(和), which are unified with the function and meaning formed by connecting Sung Confucianism with the Pungsu-Sasinsa structure in the layout of the grounds. When examining the D/H ratio of the building and yard, it can be seen that the spaces of Ganghak, Yusang and Jehyang were built appropriately, according to the natural characteristics of each space, such as a sense of openness, enclosure, tension, relief, enhancement, and hierarchical order. The spaces also reflect human scale concepts that take advantage of auditory features. The transition process after the construction of 'Namgea Suhwon' reveals the intentions of the builder to create an ecological landscape composition based on Placement and Harmony. Placement embodies' a purposeful space in which nature and the building are connected naturally, 'incomplete open space pursuing completion', and 'potential beauty in which tension and relaxation are repeated'. Harmony embodies 'order and continuity having a sense of unity with the natural environment' and the 'sharing of daily life and memory'. 'Namgea Suhwon' contains many ideas for landscape planning, land use and the design of a campus environment.

    A Study on Switching Intention of Mobile Telecommunication Service User: Focused on Group Differences Based on Innovativeness (이동통신 서비스 이용자의 전환의도에 관한 연구: 개인 혁신성에 따른 집단 간의 차이를 중심으로)

    • Oh, Jong-Chul;Yoon, Sung-Joon
      • Journal of Global Scholars of Marketing Science
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      • v.19 no.1
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      • pp.9-21
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      • 2009
    • Recently, the researches to explain Switching Behavior through Theory of Planned Behavior have been discovered. Many researches say that System factors of mobile telecommunication service(MTS) is positively associated with Switching Intention. But There is no difference of system factors between mobile telecommunication services because of IT technique Development. Thus, this study investigated whether switching cost and alternative's attractiveness influence switching intention concerning mobile telecommunication service by adopting Theory of Planned Behavior (TPB) as an underlying theoretical premise. The study also attempted to determine the moderating effects of personal innovativeness on switching intention. For these purposes the author has developed several hypotheses as follows: H-1. The switching cost of different MTS is associated with the attitude of MTS which is using. H-2. The switching cost of different MTS is associated with the subjective norm of MTS which is using. H-3. The switching cost of different MTS is associated with the perceived behavior control of MTS which is using. H-4. The alternative's attractiveness of different MTS is associated with the attitude of MTS which is using. H-5. The alternative's attractiveness of different MTS is associated with the subjective norm of MTS which is using. H-6. The alternative's attractiveness of different MTS is associated with the perceived behavior control of MTS which is using. H-7. The switching cost of different MTS is associated with the switching intention. H-8. The alternative's attractiveness of different MTS is associated with the switching intention. H-9. The attitude of MTS is associated with the switching intention. H-10. The subjective norm of MTS is associated with the switching intention. H-11. The perceived behavior control of MTS is associated with the switching intention. H-12. The personal innovativeness has been a moderating effects to switching intention. Data has been collected from 403 respondents for this study using a questionnaire method. The survey for the actual analysis of the research was done and analyzed with the customers who have an experience of using Mobile telecommunication service and the samples were selected among the middle and high school students who live in Seoul area, the university students who live in Seoul, Gyeonggi and Chungcheng Provinces, and the ordinary workers who are working in Seoul and Gyeonggi Province. The survey was done for 23 days from March 28, 2008 through April 12, 2008. The positive analysis was done with SPSS 12.0K statistics package and visual PLS program using the analysis techniques of frequency analysis, reliability analysis, correlation analysis and factor analysis. In addition, structural equation modeling was conducted using AMOS 5.0. The data was analyzed by frequency analysis using SPSS 12.0 and structural equation modeling using AMOS 5.0. The result of the overall model analysis is as follows: Chi-Square=378.306, d.f.=107, p-value=0.0, GFI=.904, AGFI= 0.863, IFI= 0.939, NFI= 0.917, RMSEA= 0.079, TLI= 0.922. The results of the overall model analysis were coherent. The following study results were revealed: First, switching cost was related positively to attitude, subjective norm and perceived behavior control, three components of TPB. Second, alternative's attractiveness was related negatively to subjective norm but positively to perceived behavior control. Third, switching cost and attitude was related negatively to switching intention, while perceived behavior control was related positively to switching intention. Finally, the study found the moderating effects of personal innovativeness on switching intention. Based on the results, the study offers marketing strategic implications for mobile telecommunication service industry.

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    Reproducibility of Adenosine Tc-99m sestaMIBI SPECT for the Diagnosis of Coronary Artery Disease (관동맥질환의 진단을 위한 아데노신 Tc-99m sestaMIBI SPECT의 재현성)

    • Lee, Duk-Young;Bae, Jin-Ho;Lee, Sang-Woo;Chun, Kyung-Ah;Yoo, Jeong-Soo;Ahn, Byeong-Cheol;Ha, Jeoung-Hee;Chae, Shung-Chull;Lee, Kyu-Bo;Lee, Jae-Tae
      • The Korean Journal of Nuclear Medicine
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      • v.39 no.6
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      • pp.473-480
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      • 2005
    • Purpose: Adenosine myocardial perfusion SPECT has proven to be useful in the detection of coronary artery disease, in the follow up the success of various therapeutic regimens and in assessing the prognosis of coronary artery disease. The purpose of this study is to define the reproducibility of myocardial perfusion SPECT using adenosine stress testing between two consecutive Tc-99m sestaMIBI (MIBI) SPECT studies in the same subjects. Methods: Thirty patients suspected of coronary artery disease in stable condition underwent sequential Tc-99m MIBI SPECT studies using intravenous adenosine. Gamma camera, acquisition and processing protocols used for the two tests were identical and no invasive procedures were performed between two tests. Mean interval between two tests were 4.1 days (range: 2-11 days). The left ventricular wall was divided into na segments and the degree of myocardial tracer uptake was graded with four-point scoring system by visual analysis. Images were interpretated by two independent nuclear medicine physicians and consensus was taken for final decision, if segmental score was not agreeable. Results: Hemodynamic responses to adenosine were not different between two consecutive studies. There were no serious side effects to stop infusion of adenosine and side effects profile was not different. When myocardial uptake was divided into normal and abnormal uptake, 481 of 540 segments were concordant (agreement rate 89%, Kappa index 0.74). With four-grade storing system, exact agreement was 81.3% (439 of 540 segments, tau b=0.73). One and two-grade differences were observed in 97 segments (18%) and 4 segments (0.7%) respectively, but three-grade difference was not observed in any segment. Extent and severity scores were not different between two studios. The extent and severity scores of the perfusion defect revealed excellent positive correlation between two test (r value for percentage extent and severity score is 0.982 and 0.965, p<0.001) Conclusion: Hemodynamic responses and side effects profile were not different between two consecutive adenosine stress tests in the same subjects. Adenosine Tc-99m sestaMIBI SPECT is highly reproducible, and could be used to assess temporal changes in myocardial perfusion in individual patients.

    A Study on The Introduction Method of Industrial Design for Small Business (중소기업의 산업디자인 도입방법에 관한 연구)

    • 이수봉
      • Archives of design research
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      • v.11 no.2
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      • pp.129-140
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      • 1998
    • This study aimed to grqJe for and present guideline roodel when the qJerator of domestic small manufacturing industry try to introch1ce the first industrial design by easier and more effective method. As the method of study, first of aiL examined the necessary of introducing industrial design throogh coosidering about the role and importance of small business. And next, analysed and examined the result of researching by enquete that is for qJerators of cbnestic small business. As a result, preconditioos for effective introducing industrial design were found. And, based 00 the preconditioos that were found through researching by enquete, examined the approachable introducing methods. Finally, set up the effectivable introducing methods of industrial design for doo1estic small manufacturing industry as a graphical model. As a result of study, First, the operator of small business who try to introduce industrial design needs to be well aware of these six cooditions as a prenise of effective awroach.1) coosciousness of role and versus a nation and a people of own industry Cereative 2) managing coosideratim and examinatim of a necessity of introducing industrial design as a cata1yst 3) A certain understanding aIntt essence and value of industrial design 4) Study and examinatim about a case of sucessful introducing industrial design arxl common introducing method of small business.5) Befarehand examinatim of introducing method making use of professional design organization and consultatim wicket 6) Prodent examination about the appointlrent puprpose, method of designer and infonmtion about designer. Second, as the position of small bnsiness that introduce industrial design fur the first time, it is confirmed that the aroroach going with introducing types - preliminary introducing, partitial introducing, regular introducing, whole industry level introducing - considered necessity rate of introducing industrial design and introducing range at the same time. This method is able to approach step by step, but it is confinmed that there is a characteristic in being able to select the method freely, and understanding easily for being coostructed visual form.

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    A Study on eDesign Platform for Effective Communication and Information sharing - with an emphasis on process and template (효과적인 커뮤니케이션과 정보공유를 위한 e디자인 플랫폼 구축에 관한 연구 - 프로세스와 템플릿을 중심으로)

    • 윤주현
      • Archives of design research
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      • v.17 no.2
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      • pp.425-436
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      • 2004
    • A new design field called eDesign appears as if eBiz is an online related business in which an industrialized design creates the individual value added facing a digital revolution. The field of eDesign requires a special design process and management methodology regardless of the fact that human sensitivity will be satisfied through a dehumanized computer technique. However, it is the reality of eDesign that has been dependent upon a simple process or project management tool of general design. In this study, we develop an eDesign platform based on an eDesign process and template mainly focused on eBusiness in order to overcome the wrong situation. The template is a kind of document that has a standardization form. We aim to establish a general process through various case projects, store information using a necessary template, and use for the way of visual communication. We propose a standard of eDesign platform that can be widely applied to the field of design, medium and small enterprises focused on IT businesses or design-team through this project performed as an educational-industrial study. It makes it possible to get a detailed process methodology, which can be applied to many small design related companies that don't have their own process yet, and will be a scale for comparing their own process in which the company has a process of opened standard eDesign with it. In addition, it makes possible a systematic control of the own projects within and outside the firm, accumulating information for the firm through the database, and easy communication. Furthermore, it can be applied to check the process of the project as a checklist, and then it will reduce trial and error repeated for every project that has been done.

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    A Study on Lyricism Expression of Color & Realistic Expression reflected in Oriental Painting of flower & birds (전통화조화의 사실적(寫實的) 표현과 시정적(詩情的) 색채표현)

    • Ha, Yeon-Su
      • Journal of Science of Art and Design
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      • v.10
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      • pp.183-218
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      • 2006
    • Colors change in time corresponding with the value system and aesthetic consciousness of the time. The roles that colors play in painting can be divided into the formative role based on the contrast and harmony of color planes and the aesthetic role expressed by colors to represent the objects. The aesthetic consciousness of the orient starts with the Civility(禮) and Pleasure(樂), which is closely related with restrained or tempered human feelings. In the art world of the orient including poem, painting, and music, what are seen and felt from the objects are not represented in all. Added by the sentiment laid background, the beauty of the orient emphasizes the beauty of restraint and temperance, which has long been the essential aesthetic emotion of the orient. From the very inception of oriental painting, colors had become a symbolic system in which the five colors associated with the philosophy of Yin and Yang and Five Forces were symbolically connected with the four sacred animals of Red Peacock, Black Turtle, Blue Dragon, and White Tiger. In this color system the use of colors was not free from ideological matters, and was further constrained by the limited color production and distribution. Therefore, development in color expression seemed to have been very much limited because of the unavailability and unreadiness of various colors. Studies into the flow in oriental painting show that color expression in oriental painting have changed from symbolic color expression to poetic expression, and then to emotional color expression as the mode of painting changes in time. As oriental painting transformed from the art of religious or ceremonial purpose to one of appreciation, the mast visible change in color expression is the one of realism(simulation). Rooted on the naturalistic color expression of the orient where the fundamental properties of objects were considered mast critical, this realistic color expression depicts the genuine color properties that the objects posses, with many examples in the Flower & Bird Painting prior to the North Sung dynasty. This realistic expression of colors changed as poetic sentiments were fused with painting in later years of the North Sung dynasty, in which a conversion to light ink and light coloring in the use of ink and colors was witnessed, and subjective emotion was intervened and represented. This mode of color expression had established as free and creative coloring with vivid expression of individuality. The fusion of coloring and lyricism was borrowed from the trend in painting after the North Sung dynasty which was mentioned earlier, and from the trend in which painting was fused with poetic sentiments to express the emotion of artists, accompanied with such features as light coloring and compositional change. Here, the lyricism refers to the artist's subjective perspective of the world and expression of it in refined words with certain rhythm, the essence of which is the integration of the artist's ego and the world. The poetic ego projects the emotion and sentiment toward the external objects or assimilates them in order to express the emotion and sentiment of one's own ego in depth and most efficiently. This is closely related with the rationale behind the long-standing tradition of continuous representation of same objects in oriental painting from ancient times to contemporary days. According to the thoughts of the orient, nature was not just an object of expression, but recognized as a personified body, to which the artist projects his or her emotions. The result is the rebirth of meaning in painting, completely different from what the same objects previously represented. This process helps achieve the integration and unity between the objects and the ego. Therefore, this paper discussed the lyrical expression of colors in the works of the author, drawing upon the poetic expression method reflected in the traditional Flower and Bird Painting, one of the painting modes mainly depending on color expression. Based on the related discussion and analysis, it was possible to identify the deep thoughts and the distinctive expression methods of the orient and to address the significance to prioritize the issue of transmission and development of these precious traditions, which will constitute the main identity of the author's future work.

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