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

• The Journal of The Korea Institute of Intelligent Transport Systems
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• v.13 no.3
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• pp.47-65
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• 2014

VMS(Variable Message Sign) helps drivers to choose their path to destinations on roadways. Some types of VMS often provide traffic information with clearly visible and comprehensible graphical route diagrams. Currently many diagramed types of VMS are installed on urban arterial and highways. This type of VMS surely enhances drivers' ability to comprehend traffic route information while they are driving on the roadway. Nevertheless, some of them are presented with so much information and design elements and they sometimes lead to decline of drivers' comprehensible level for traffic information. Drivers would fail to decide their preferable route in this state of information overflow. The purpose of this paper is to develop a drivers preference model for effective design principle including size and height of displaying font, and the amount of information in the route diagram considering driving speed, sex and age of the driver. This model is developed using structural equation modeling techniques. This model considers driver's emotional factor and, human factor and design component of route diagram. To collect data, we built driving simulator which is able to replicate real driving condition. 72 people who participated in the simulation were selected considering gender and age. The developed model showed that the amount of information, and visibility are more influential factors to the drivers' preference of the route diagram on VMS than design elements such as the shape and the font of the diagram.

• Science of Emotion and Sensibility
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• v.24 no.4
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• pp.29-38
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• 2021

Korean typefaces are characterized on two axes: a font is either serifed or non-serifed, and it is either square-frame or non-squared. A serifed font entails small strokes that are regularly attached to the ends of larger strokes. Conversely, fonts without these marks are termed sans-serif. One of the exclusive features of Korean typeface of the square-frame type is that in such fonts, vowels and consonants often with their final vowels, are harmonically placed within the boundaries of the virtual square. We hypothesize that serifed and squared-frame typefaces are more popular and preferred owing to their widespread use throughout history. A survey incorporating Korean pangrams written with serif, sans-serif, squared, and non-squared typefaces was designed to test the present hypothesis. We found that people typically preferred and were more familiar with squared typefaces compared to non-squared typefaces. However, no difference was observed between serifed and san-serif typefaces. Furthermore, a positive correlation was found between familiarity and preference ratings only where the typefaces had squared and serifed features. The results revealed that Korean typefaces with the squared feature were more well-known and, therefore, more preferred to the typefaces without it. The results further indicated that Korean typefaces with the squared feature can be recommended for people's familiarity to it and the comfort it provides, and their emotional relevance and sensibility enhanced if serifs are added.

• Science of Emotion and Sensibility
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• v.14 no.4
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• pp.637-644
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• 2011

The purpose of this research is to provide objective information about Korean and Chinese's sensitivity and preference among various Korean fonts, and offer guidelines for using it. Firstly, to analyze Korean fonts in objective way, We compared about image of Korean fonts to Chinese who feel unfamiliar with Korean letter, and proved how different from Korean's opinion. Secondly, one compared preference in particular fonts between Korean and Chinese. Through the factor analysis, the results are as follows. First, Korean and Chinese feel the same about the two groups of factors. There are differences in the rank, but the majority of fonts are included in the same group. It can be concluded that both Korean and Chinese has similar sensitivity about Korean fonts. Second, while Korean and Chinese decides preference on the familiarity, Chinese who are not familiar with Korean letters, have tendency to prefer calligraphic font which they have been using in the Chinese letter.

• The Journal of the Korea Contents Association
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• v.16 no.11
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• pp.661-674
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• 2016

Despite a dramatic increase in the use of smartphones these days, the elderly's smartphone usage rate is relatively low. This is because there are some facts limiting the elderly's access to the smartphones: 1) aging in both physical and cognitive abilities and 2) complicated functions that are hard to see in the phones. In this study, we studied how Korean typography influence the elderly's legibility and extracted proper Korean typography factors that would best suit the elderly when they use the smartphones. As a result of the study and legibility evaluation for the 24 seniors over 65, we could witness the excellence of 13pt font size compared to 11 or 12 and the Serif typeface as being better than San Serif typeface. On the other hand, the space between the letters and lines did not make a big influence on the elderly's readability. From the preference evaluation, there were no differences found between Serif typeface and San Serif typeface. However, a bigger font size was preferred in the order of 13pt, 12pt, and 11pt. There was no difference in preference found regarding the space between the letters and the lines. We expect that proper Korean typography in smartphones could help the elderly in using the smartphones well.

• Journal of information and communication convergence engineering
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• v.15 no.2
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• pp.104-111
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• 2017

The visual presentation is one key feature which gives much consideration in designing mobile applications as it acquires attention from the end user. It takes only a few milliseconds to form an impression on a person and this is not any different to the web and mobile application designs. The first few milliseconds are a crucial time for developers as the impression produced would indicate further engagement of the service. Developers should continuously update the designs based on human needs. A few of these contents have actually paved its way to being continuously used. By synthesizing results of preceding researchers, this paper considers layout, color, and font as UI design elements of SNS messenger, and illustration and animation as the graphic image of it. In this study, the preference for messaging application chat layout was being surveyed and analyzed. As a result, there has been little significance identified since the instant messaging, so chat layout shows very minimal variance in their design.

• The Journal of The Korea Institute of Intelligent Transport Systems
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• v.7 no.4
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• pp.36-48
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• 2008

Variable Message Signs(VMS) is one of the important subsystems of Intelligent Transportation Systems (ITS), which is useful for providing drivers with real-time information on traffic, roadway or weather conditions. In order to maximize the effectiveness of the VMS system, it is required to reflect drivers's preference on designing and operating the system. In this context, this study was conducted to develop strategies to deliver the messages in an efficient manner while many other previous studies focused primarily on the contents of the messages, from drivers's perspectives. Drivers's preference on message expression formats and message display orders were investigated through image analysis in the perspectives of a total of 40 subjects. With respect to message expression formats, drivers preferred Gulim or Dodum in font style, middle arrangement of the letters, pictogram combination as opposed to letters only, blank time less than 0.5 sec, appearing message in animation effect, messages in single phase, non-flashing message. In the matter of message display orders, drivers preferred to obtain link or traffic information in the lust place. Then, they desired to be informed of roadway condition and instructions or recommendations for drivers to cope with unexpected events among various messages for traffic condition.

• Journal of the Korean Society of Costume
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• v.50 no.5
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• pp.131-142
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• 2000

The philological consideration of Korean Buddhist Monk's robe and its reviving have been investigated in traditional way. The configuration and colour of Korean Buddhist monk's robes have been properly adapted for an period, territory, and atmospheric phenomena. In case of Korea, introduced Buddhism from China realize modern robe from under the influence of fusion of Chinese ornament culture and Korean traditional ornament culture. As a result of this modern robe has been consisted of a Buddhist monk's robe and a cope. The modem robes has been significantly affected by industrialization, contrary to ancient time taxed robes as public imposts. At present be familiar in mass production we have a preference for the easier way in making and even color forming. In this paper it is focused on dyeing part, which recognized its important in latest time, at first declined according to appearance of chemical dye, evaluated its convenience in use. That is, it is increased natural dye, people begin with recognition of difference of physical properties for dress dyed with chemical pigment and that with natural pigment. In consequence, I have presented that both making colour of gray using traditional method, and three demolished-color prescribed by Buddhist law. Of course, though it become generally know that dyeing of robes occupied significant part of traditional natural dyeing. But in case of religion, it also is important to know symbolical meaning involved in its colour. Most of Buddhism-believers or even Buddhists who actually be dress in robe are without knowing the meaning of colour, or its revealing method. There, I have considered mating three colour of demolished- color included blue, black, and red, and also represented dyeing method of Buddhist monk's robe using both charcoal and ink-spick. From religious font of view, as robes contains involving of blessing, I have an intention of improvement way in dyeing and succession and development of traditional culture through consideration of traditional dyeing method. And I have also intended to restoration the value of robe's colour, disappeared by the time. moreover, I have shown that dyeing with natural pigment is profitable for both environment and sanitary aspect.

• Journal of the Ergonomics Society of Korea
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• v.29 no.5
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• pp.771-782
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• 2010

Today, the number of elderly drivers who use navigation is increasing with the growing number of elderly drivers. The purpose of this study is to provide guidelines on the interface of car navigation for elderly users. To extract significant factors which were distinguished between young and elderly users, both young and elderly users executed the driving test by installing two car navigation alternatives. The analysis was conducted through t-test. The results show that significantly different factors were the number and the meaning of the menu items in the initial screen, the location and the meaning of the menu icons in the map screen, the ease of search of the menu and the text size in the menu screen. Improvements for the factors of the initial screen and map screen were made with reference to ergonomic guidelines, and suggested through experiments comparing design alternatives for the menu screen. Design alternatives were made through a combination of investigative variables, and the analysis was conducted through ANOVA. The results show that Alternative 7 (the location of the tab was placed at the bottom, menu representation was done with the text font size of 18pt and the location of menu navigation icons was shown at the upper left) was preferred in terms of user's preference and the execution time. So if the suggested menu for elderly users are added to the existing design, both users will satisfy their desires. The guidelines suggested in this study will help the designer of car navigation take elderly users into consideration.

• Asia Marketing Journal
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• v.15 no.3
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• pp.31-52
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• 2013

The metacognitive experience of the ease or difficulty with which new, external information can be processed, referred to as 'processing fluency,' has been shown to influence a wide range of human judgments including truth judgments, familiarity judgments, risk perception, evaluation, and preference (see Alter and Oppenheimer 2009 for a review). The current research explores the possibility of a consumer's product innovativeness judgment based on the difficulty of processing new information. In specific, this study examines if the inferential link between (dis)fluency-(un)familiarity can feed into the perception of innovativeness. This study also explores how a consumer's processing motivation can moderate the consumer's reliance on processing fluency in judgments and how the influence of fluency can vary depending on judgment task orders. In an experiment, participants rated a new product's innovativeness and then indicated their product attitude (or vice versa depending on the judgment task order condition) after reading a product review article that was printed in either an easy-to-read or a difficult-to-read font (for fluency manipulation). The findings show that low need for cognition individuals infer higher product innovativeness when processing product information is difficult rather than easy, consistent with the common assumption that 'new information is more difficult to process than familiar information.' The findings also suggest that once low fluency is attributed to innovativeness, it may no longer lead to a negative response to the product. High need for cognition individuals' judgments on product innovativeness are not affected by fluency. The findings also demonstrate a judgment task order effect on the use of fluency in judgments (e.g., Xu and Schwarz 2005). This study provides the first evidence that an individual's fluency experience can be used as a source of information in product innovativeness judgments especially under low processing motivation conditions. The findings can help marketers better understand the malleability of consumer judgments and perceptions of product characteristics (e.g., product innovativeness) by demonstrating an interesting interplay of processing fluency, processing motivation, and judgment task-related contextual factors.