Journal of Communication Design 2021 KCI Impact Factor : 0.59

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2018, Vol.64, No.

  • 1.

    Analysis of Viewers’ Attitude toward Indirect Advertisement Appearing in Chinese TV Drama - Focused on Drama <Ode to Joy: 欢乐颂>

    Lu Yao , KIM JONG MOO I | 2018, 64() | pp.7~18 | number of Cited : 0
    This study analyzed how the difference in type of laying 3 kinds of indirect advertisements (non consolidated, implicative, consolidated) which were continuously exposed in <Ode to Joy> that recorded the highest viewer rating(1.167%) out of Chinese dramas in 2016influenced brand image, brand attitude and purchase intention. To this end, 210 university students residing in Fuzhou China were selected as samples from April 18 to May 30, 2016. They were divided into 3 groups for stimulation group depending on indirect advertisement type. The 207 error-free question papers were analyzed. According to analysis, the type of consolidated product layout out of 3 kinds of types of indirect advertisement layout showed the highest brand image, brand attitude and preference of purchase intention. The result of this study will be basic materials on deciding which type of indirect advertisement is effective to understand viewers’attitude toward the type of indirect advertisement appearing in Chinese TV drama and to produce indirect advertisement in Chinese TV. Further, it will provide basic materials for Korean agents interested in advancing to China later to prepare the strategy to produce indirect advertisement.
  • 2.

    Proposal on the Improvement Direction of Design Course Evaluation in Cyber Universities - Focus on ‘S' University Case

    Insook Lee | 2018, 64() | pp.19~32 | number of Cited : 4
    The quality of online design education depends on the quality of educational contents, and one of the factors that could increase the quality would be the development of lecture evaluation method based on the design educational contents reflecting the characteristics of online. However, compared to the lecture evaluation system & researches related to design course evaluation in the existing offline universities, it is relatively rare to find researches on the direction to improve design course evaluation in cyber universities. After reviewing literature related to lecture evaluation, this study analyzed the current status and result of evaluation of a course in the Department of Visual Design in S University, a cyber university in South Korea, in order to identify factors that influence lecture evaluation. And, based on online in-depth interview of professor and students, it identified problems and improvements of current design course evaluation and proposed a direction to improve design course evaluation in cyber universities. The direction to improve design course evaluation in cyber universities in this study is as follows: 1) for the evaluation, tools of lecture evaluation need to be classified according to the type of lecture; 2) the lecture evaluation method need to utilize characteristics of online education; 3) online lecture plan must be distributed in advance to more students; 4) the course sign-up system needs to take into account diverse characteristics and levels of online learners; and, 5) the evaluation questions need to reflect characteristics of online design courses. 6) with the adding of evaluation questions for students themselves, online advance education for lecture evaluation must be done. Finally, the results of lecture evaluation must be used aggressively through increasing the credibility of lecture evaluation.
  • 3.

    Study of Tactile Cognition for Automobile Brand Strategy

    Park Jiyu , SANGHUN SUL | 2018, 64() | pp.33~48 | number of Cited : 2
    Abstract PDF
    'Sensory Branding' that utilizes unconscious emotion is gaining attention as a differentiation strategy to Brand saturation. Also, the sensation has great potential as a measure to go through expanding brand communication. In the automotive market, the importance of brand image is emphasized according to changes in technology capabilities, and various strategies for creating positive images are studied. Automobiles touch the skin, regardless of the user's intention, so the tactility has great influence. However, tactile utilization is limited by technical strength like haptic and coupling with sensibility and material. In this research, set up the guide map for utilizing the tactility of Automobile branding strategy. Utilized the pattern used in the tactile diagram, it matched specific brand image and tactile image, also presented the application guide map based on this experiment. As a result of the experiment, it's confirmed that it is possible for the user to connect the image formed in the previous experience with the physical feel. This application guide of tactility will be the foundation of substantial utilization expanding the method of brand communication.
  • 4.

    A Study on the Pole of Representation in Advertising Design -Focus on Role-playing Theory-

    Ho Han , Jin-Yo Mok | 2018, 64() | pp.49~62 | number of Cited : 0
    This study wanted to see how the representment is expressed in the commercial design of advertisements. So we analyzed how modern people communicate through literature and case studies. The target of the analysis was to analyze 794 commercial designs produced after 2000. As a result of the analysis, first, Janis & King(1954) claim to the role playing theory that the most influential type of role degree is defined by the order of ‘deliberate situation→impromptu situation→ Satisfactory situation’ to influence the change in attitude. However, after 2000, advertising designs tend to be followed by ‘Satisfactory situation→ impromptu situation→ deliberate situation’. Second, the speaker had many uses for the general format of explanations, the common form of which is a casual speaker. Thus, indirect expression is the main form of communication for semantic delivery. Third, it was found that the type of representation was primarily expressed as a celebrity and a product, emphasizing flow in a particular subject. The results of these studies showed that the main focus was on the design, which emphasized immersion in the display system, in a way that is different from the existing theory and advertising design in the 1900s. It also implies the need for a detailed analysis of the differences between the sender and receiver.
  • 5.

    A Study of Prestige Fashion Brands’ Visual Identities on Visual Semiotic Analysis of Cosmetic Products’ Packaging -Focused on Yves Saint Laurent and Giorgio Armani

    Lee Mi-jin , JEON Hyeong-Yeon | 2018, 64() | pp.63~74 | number of Cited : 3
    Luxury fashion brands, which have dominated the market of high-priced apparel, bags and shoes, are recently showing changes of stepping into the cosmetics market. The purpose of this study is to examine how luxury fashion brand identity is transferred to cosmetic brand while expanding into luxury cosmetic brand, and to analyze the plastic signs of cosmetic package design and to analyze visual identity through a semi-symbolic system. Therefore, in this study, we tried to analyze the visual semiotic analysis of the package design such as the cushion compact, the lip tint and the brand logo which appeared in the popular product line of the fashion luxury brand such as Yves Saint Laurent and Armani. As a result of the analysis, this study has identified the semantic qualities expressed by each plastic element through the visual semiotic analysis process of the cosmetic package of Yves Saint Laurent and Giorgio Armani. These traits were found to be used as visual signs to reveal the 'Classicism' identity pursued by Yves Saint Laurent and the 'Baroque' identity pursued by Armani. Based on the results of this study, this study finds that the brand identity as a fashion brand is not transferring to the visual identity of cosmetic brands in the case of Yves Saint Laurent. On the other hand, this study found that Armani uses visual communication strategies to effectively transfer the brand identity as a fashion brand to the visual identity of cosmetic brands. On these two different results, it is necessary to examine whether luxury fashion brands and also Korean fashion brands are expanding into the cosmetics market and how they can better grasp the existing brand identity and apply it to the communication strategies of cosmetics brands.
  • 6.

    Analysis on SOU·SOU’s Product Utilization Cases and Development Methods

    Kang, Hae-Seung | 2018, 64() | pp.75~90 | number of Cited : 2
    Recently, interest in sustainable design, which commercializes based on the tradition of the country, is rising rapidly. With the advent of the 4th industry revolution, it was developed as a new cultural communication having traditional storytelling. Moreover it has been developed in the fashion industry by collaborating with fashion and many other industries and closely coming with them. In the current era, one of the most important aspects would be consumers’ need which is improving competitiveness in the overall structure of society emphasizing the quality of experience rather than the product itself. Thus, an analysis on the strategies of sou·sou which has been achieving a mutually sustainable growth and profit generation via an active fusion with other industries and links based on the identity of traditional culture in Japan, in other words, an analysis on sou·sou’s OSMU of patterns, development methods and actual cases is called for. Through the successful case study of sou·sou that this study analyzes, it is sought to provide practical help to Korea to establish a brand that can actually achieve a sustainable growth by securing more competitive advantages in the industry.
  • 7.

    Comparison between Seoul and Tokyo about Design extension of City Brand

    Jun hwan Kim , Jong Sung Kim | 2018, 64() | pp.91~102 | number of Cited : 3
    This thesis will discuss about comparison between Seoul and Tokyo city brand design which newly emerged in digital media design environment in design expandability side. In digital environment, there are more ways to express brand design which could maximize design expandability. We researched how much characteristics does Seoul and Tokyo city brand designs have. Research showed that Seoul City brand design have great output based on facilities and this would need some more improvement in digital brand utilization and management side. In Tokyo City brand, it has been used in various area such as district office event, ceremony and food to focus on City brand expandability. Brand image design itself has insufficient creativity and diversity. In conclusion, Seoul is one step ahead of Tokyo in design capability side but Tokyo is one step ahead of Seoul in execution side.
  • 8.

    A Study on the Usability Evaluation for Touch Screen Panel User Interface Design which is an subsidiary media of diagnostic ultrasound device

    Lee Ho-kyoung | 2018, 64() | pp.103~116 | number of Cited : 0
    As the convergence era with enhanced multimedia functions has been developed, various devices have been developed in the form of touch screens for efficient operation of the users, and these changes have also affected the medical devices, and the touch screen panels have been used. The purpose of this paper is to analyze the interface design of the touch screen panel, which has been used from the ultrasonic diagnostic equipment, and to propose a design improvement. First, we set up a Task Process through a FGI interview with a group of experts using ultrasonic diagnostic devices and then perform usability evaluation by task process. The usability evaluation of each screen element was made based on Jakob Nielsen 's heuristic evaluation, Norman's evaluation and HIMSS usability evaluation. As a result, firstly, it was found that GE and Philips products showed high evaluation results in usability test evaluation by task process, so they developed products considering usability for each task process considering user 's workflow. Secondly, in the evaluation of Graphic Uer Interface elements, Medison and Alpinion products were highly evaluated in terms of the emotional element which shows the overall aesthetics.
  • 9.

    Analysis of Chinese User’s Attitude depending on Difference in the Type of Product Posting Informant in Sina Weibo -Comparison of Product Post by Company, Celebrity, Common People

    Zhang Huiling , KIM JONG MOO I | 2018, 64() | pp.117~128 | number of Cited : 1
    In order to find the influence that the difference in the product posting in Sina weibo, the representative social media of China has on advertisement attitude, brand attitude & purchase intention, this study distributed question papers to 678 Chinese residing in China to analyze them for 3 months from April 3 to July 3, 2017 by entrusting SO JUMP, the survey & portal site in China. According to the result of study, first, significant difference is found in advertisement attitude between low intervention and high intervention product depending on the posting type of informant. Especially, high preference of advertisement attitude is found in the posting type of epilogue written by common people who use product. Second, significant difference is found in brand attitude between low intervention & high intervention product depending on the posting type of informant. Especially, high preference of brand attitude is found in the posting type of epilogue written by common people who use product. Third, significant difference is found in purchase intention of low intervention product depending on the posting type of informant. Although high preference of purchase intention is found in the posting type of epilogue written by common people who use product, significant difference is not found in purchase intention of high intervention product depending on the posting type of informant. The result of this study will be basic materials to understand how consumer attitude may vary depending on the difference in the type of posting product in Sina weibo.
  • 10.

    The Relationship Between Kandingsky‘s Abstract Form in Visualizing Music Sound and Oskar Fischinger's Abstract Films in Visualizing Music Sound - Focused on the Film Works of Oskar Fischinger

    Cheng, Yu-yu , kim hae yoon | 2018, 64() | pp.129~140 | number of Cited : 2
    The synaesthesia relationship between auditory and visual is the foundation of visual music development.“visual music” was first proposed in 1912, involving painting, photography, colororgan, film, rock concerts, installation arts, and digital media, etc, Many artists explore the visualization of music across the border. Kandinsky, the representative of abstract painting, regards both music and painting as an internal spiritual embodiment. And he expressed music in his works and established the abstract form theory of musicality. The "Absolute Film" genre, which represents experimental animation, also centers on exploring the relationship between graphics and music and is deeply influenced by kandinsky. Besides, Oskar Fischinger is called the "kandinsky of the video world". He spent his whole life working on the visual creation of music. What’s more, his works embody the concept of Kandinsky point, line, surface and color.
  • 11.

    A Study on the Place Branding from the Co-design point of view -Based on Abandoned Railroad Urban Park-

    Jung, Ye-kyung , Su-Jeung Kim | 2018, 64() | pp.141~154 | number of Cited : 1
    In today’s rapidly changing society, the public is able to be informed in a variety of media environments while simultaneously active and creative activities as a producer of information. These changes bring about participation designs that social values and relational values in design, and the need for a co-design to realize shared goals and values emerged. This has also affected the place branding of abandoned railroad. As the public’s leisure time is increasing these days, the demand for parks where people can spend leisure time in the city. Therefore, the public is taking part in and attempting to use the abandoned railroad to secure a urban park and efficiently operate it. This study aims to focusing on the meaning of participation, and explore co-design and place branding, and to suggest effective ways to establish the place branding of abandoned railroad urban park at home and abroad. In order to analyze the case, we could derive the co-design elements 'Community(Connectivity, participation)', 'Flexibility(Variability, Openness)' and 'Narrative (Experience, Attachment)' in participation design elements. This was used as a framework for case analysis. As a result of the analysis, it was found out that it is important to break away from institutional-centered place branding and take an open view that accepts and reflects each other’s opinions by participation with various stakeholders. It was also noted that the establishment of place branding required a community that could actually attract participation, and that a flexible design system based on public participation. We look forward to using the results of this study will be used as to establish the place branding of abandoned railroad urban park.
  • 12.

    Suggested City Branding using OSMU derived from palce name -Focused on Festival Contents of Yongin-city in Gueonggi case-

    Lim Su Kyung | 2018, 64() | pp.155~170 | number of Cited : 2
    In the 2000s, cultural contents are being developed considering the economic level of each city and the individuality of local culture. Despite these efforts, the city branding strategy still needs to be more compact. In this study, we try to derive a unique city branding plan by eliminating the festival content elements which can be carried out only in Yongin City during the process of reviewing and renovating the place name among the projects promoted by Yongin City in Gyeonggi Province to establish differentiated Korean city branding globally . At this time, I would like to take advantage of Anholt-FGF's urban brand index factors for the effects that can be expected in the development and utilization of cultural This study is limited to Yongin city in Gyeonggi province, but it can be expected to be worthy of research value in terms of being used as a methodology to exclude the cultural contents elements of many cities that want to promote urban branding. In addition to the development of individual contents of Yongin City's natural place names, if Yongin City branding is constructed through long-term strategic linkage of contents, synergies will be created. In addition, it is presumed that urban brand formation and development, development and re-creation will continue as long as communication is assumed in one direction, not communication
  • 13.

    A Study of the Characteristics of China's Bike-sharing Industry -From the Perspective of Service Design-

    Zhou, Yu , Shin, Kye-ok | 2018, 64() | pp.171~182 | number of Cited : 0
    This study examined the characteristics of China's bike-sharing industry which is flourished from a service design perspective, as a previous study to seek solutions for the problems of smart shared bicycles in these days. As theoretical backgrounds, the concept of sharing economy and the service design are considered. In addition, the recent technological development of China and the relevance of the policy support bike-sharing industry. Through the understanding for the current situation of China's bike-sharing industry, some problems are appeared. To solve these problems, the perspective of service design is considered as one of the important factors. Therefore, more study should be proceeded in this point of view.
  • 14.

    A Study on Current Location and Direction of Mobile Application based on AR -Focused on Seoul City Subway System-

    INHYE CHA , Boyeun Kim | 2018, 64() | pp.183~194 | number of Cited : 1
    Abstract PDF
    Today, media is not only a channel to share information, but also a platform for forming a consensus and conveying information. Now in a digital age, IT based digital design expands to platforms such as web, mobile, UI, UX and etc. This study makes use of AR technology to visually suggest for subway situations missing destinations with any misleading confusions. By giving interesting visual signs, this app makes users to not only be led in the right way but also feel an interest. For the analysis of the subway system environment in Korea, advance study and literature study about way-finding in the subway system were conducted. In order to investigate the actual problem behavior and solution, we surveyed only the users who use the subway in the metropolitan area. Through this process, we confirmed the scale of efficiency and satisfaction of existing mobile phone application contents. We are expecting from the aspect of possibility of making contact with an individual‘s mobile device by allowing users to recognize the environmental trend of a new technology AR at the same time whiled inducing interest by utilizing the visual effect of augmented reality technology.
  • 15.

    The Conceptual Stances and Backgrounds about Taegeuk Expression of the Projection Mapping at the Opening Ceremony of PyeongChang Winter Olympic -Focused on the mapping image of <Taegeuk: Harmony of The Cosmos>

    Mok, Jin-Yo | 2018, 64() | pp.195~208 | number of Cited : 0
    This research focuses on the conceptual stance and theoretical background of the projection mapping image of the <Taegeuk: Harmony of the Cosmos> performance of the opening ceremony of the PyeongChang Winter Olympics. The conceptual stance of Taegeuk expresses the contradictory claims about Taegeuk and Trigram's origins from China used in Korea national flag, Taegeukgi, and reveals the position of accepting the essence of culture that is transferred and transited through history. Focusing on the theoretical background of the Taegeuk Expression, the principles of Taegeuk and Trigrams, which were expected to be confined to oriental philosophy, envision the same or similar conclusions as diverse disciplines covering East and West. Through this stance and background, we will examine the whole development method and reinterpretation of the projection mapping image of the <Taegeuk: Harmony of the Cosmos> performance.
  • 16.

    Study of the Evaluation of the Curricula of the Dept. of Visual Design in Junior Colleges from the Perspective of Practical Experts

    Cha, Jeong-un | 2018, 64() | pp.209~220 | number of Cited : 2
    With the today’s rapid shift in the paradigm, the values and roles of design go through many changes. What to and how to teach students who completed high school education in various disciplines and entered a college in the major they chose would be the biggest and most difficult tasks. In the current junior college Visual Design (Major) education, design education is conducted in the traditional way, applying uniform standards centered around simple functions or industries. Thus, this study selected four colleges, including Woosong Information College, Jangan College, Yuhan College, and Kimpo College, top ranked in the “2014 Ranking of Employment Rate of Junior College Dept. of Visual Design” by the Korean Educational Development Institute of the domestic junior colleges and evaluated and investigated colleges with 10 design experts who worked for more than five years in a design company located in Seoul and Gyeonggi-do through FGI and survey and propose a direction of efficient junior college education for the training of the talent customized for the industry. The results are summarized as follows: First, it is necessary to conduct field-oriented specialized education, instead of skill-centered cramming method of teaching in the basic courses so that students will not need a period of adaptation when they perform the actual business after getting a job. Second, it is necessary to build up a close cooperative system between colleges and related enterprises and develop a connected curriculum of marketing and engineering, in which students can receive an education of the abilities of application, analysis, and planning. Third, it is necessary to provide education of thinking ability and problem-handling ability that can find the optimal solutions and carry out implementations and evaluations, analyzing the goals and phenomena for problem-solving and drawing problems based on the results of the analysis, breaking away from theory-centered design education to the field-oriented curriculum. Fourth, it is necessary to prepare classes that can improve the foreign language ability of students (majoring) in the Dept. of Visual Design suitable for their levels. Fifth, it is necessary to implement practical education based on new technologies such as VR and AR of the multimedia technologies implemented most actively now. Sixth, it is necessary to renew the subjects for employment and develop the organization of subjects in which students can get substantive help and actually experience the practical business when they conduct projects.
  • 17.

    A Study on UI Design of AR Character as Public Art -Focused on AR Art Project of Snapchat and Jeff Koons-

    Eun Seok O , SUK, SOO SUN | 2018, 64() | pp.221~232 | number of Cited : 1
    Abstract PDF
    To apply UI design for augmented reality characters as public art, this study investigated the principles of AR user interface design through previous studies. Based on the investigation, this paper analyzed the UI design of the augmented reality art project of Snapchat and Jeff Koons. From the results of the analysis, we derived UI design principles of AR characters as public art. First, “simplicity” consists of simple interface design and minimal sets of design elements. Second, “familiarity” applies the familiar interface layout and elements which users commonly have experienced. Third, "warning phrase" is an essential notification for user safety in AR performed outdoors. Fourth, "navigation" is designed with simple visual navigation elements that guide the location of AR objects. Fifth, "effect" is applied to represent harmonious combination of AR objects and physical environment of reality. Sixth, it is important to maintain proper "occlusion" between real objects and virtual works.
  • 18.

    A Study on the Change of Post-Human's Perception on Visual Media

    Zheng, Gen , ParkSanHyun | 2018, 64() | pp.233~246 | number of Cited : 0
    Because many works of modern interactive art ar e ultimately connected with the human body, the phil osophical perspective based in reality and experience is largely focused on the question of how humans ex perience and perceive art. However, because the hu man body has long been classified as inferior to the mind and soul, the concept of the physical embodim ent of art has received little attention within the field. Conversely, philosopher Maurice Merleau-Ponty prioriti zed the personification of the body and its senses, th us rejecting the modern era’s dualistic definition of th e human body; rather, Merleau Ponty characterized t he body as an active experiencer of art, rather than a passive observer. The classification of the physical body as inferior to its non-physical counterparts is the result of ‘uncer tainties about physical limitations and perceptions’. H owever, the realm of art presents a contrasting persp ective that highlights to uncertainties in human sense s, i.e. the art form that actively utilizes delusion. As such, the body enters a work of art as one of the t wo primary subjects of experience, the other being s enses. Therefore, executions of art and theories abou t the human body are now grounded in novel perspe ctives including phenomenology, psychoanalysis, and cognitive science. Thus, the characterization of art is now transforming from a Cartesian relationship betwe en an autonomous body and an objective work of ar t, to an intersubjective experience. Art is no longer confined to the bounds of sight and sound; rather, it simultaneously stimulates all five senses, including smell and touch. Consequently, art is not limited to an understanding or experience based on interpretation and contemplation. Rather, it is now the subject of a sense-induced spectacle and immersion in which the user’s experience and perceptive methods hold more significance than his philosophical interpretation. As technology users, the audience is exposed to a novel experience in the middle of media and mediated perception. Through interaction, the body has evolved away from its previous classification as an inferior form, thusbecoming an active participant in art; accordingly, this study defines the physically formed and transformed ‘human’ as resolutely Posthuman. In terms of artistic acceptance and understanding, if audiences of the past embraced the artist’s intentions when analyzing a work of art, audiences of intersubjective art now have renewed identities as participants and users that actively interact with and direct the art according to their own perspectives and understanding. As a result, the Posthuman approach allows for diverse sensory embraces of art through phenomenal perception. The effects of the blurred line between media experiences and actual experiences reach beyond the physical and into the virtual realm. When examining the presence felt by humans when mobilizing and experiencing diverse feelings through a Merleau-Pontian lens, a certain phenomenon exists between the body and an object in which the human perceives that he or she is in another place. This virtual space is now no longer a realm in which human souls and minds dualistically float around, but rather an existing reality that can be perceived as it forms human bodies and phenomena. The decline of the framework of traditional visual media has prompted the rise of a Posthuman era m arked by a multisensory experience of the virtual do main and the perception of the virtual world as a tan gible and formative reality.
  • 19.

    A Comparative Study on Emblematic Character Design of City Brand -Focused on cases of Korea, China and Japan

    Yang, Xu | 2018, 64() | pp.247~262 | number of Cited : 1
    In a highly competitive modern society, more and more cities begin to focus on raising their own city brand competitiveness. Therefore, most of them have developed city brands and emblematic characters. Urban emblematic characters are playing a big role in promotions for the city and enhancing its image. This study is aimed at analyzing the emblematic characters of cities in Korea, China and Japan, especially focused on the cases of historical and cultural cities. According to the advanced research, case analysis was conducted on the three aspects “emblematic quality of city”, “design methods” and “value aspect”. This analysis was conducted about the cases of Heachi(Seoul), King and Queen(Gyeongju), AFu and AXi(Wuxi), Jiwa(Jishou), Hikoyan(Hikone), Kumaman(Kumamoto). The results of cases' analysis show, in the symbolic aspect, all emblematic character design was using the unique cultural elements of the city(region). In the design aspect, many cases show cute and friendly image of characters through simple shapes. And in the values of emblematic character, the cases of Korea and Japan show more utilization of the emblematic character. In conclusion, in order to improve the image of city, it is important to design characters based on the understanding of the city. Second, the emblematic character should be designed to improve the sense of intimacy and a simpler style which can bring a deeper impression. Third, it is necessary to have a long-term plan for the social and economic values of the city emblematic character.
  • 20.

    An Exploratory Study on Taxonomy Of Color-Shape Binding: Focused on Typicality Theory

    Eun Mi Lee , Jonghoon Kim , 서정환 | 2018, 64() | pp.263~278 | number of Cited : 0
    Behavioral scientists have been interested in visual information processing, but they have not produced many research results. This study aimed to develop the concept of color-shape binding and its taxonomy, investigating the independent and interactive characteristics of colors and shapes. The results of this study are summarized as follows. First of all, we presented a task of combining representative colors into 84 shapes which were classified largely into three types: natural, artificial, and pictorial shapes. From the data analysis, 21 images with common colors and shapes as high typicality (e.g. madder carrot, purple eggplant, yellow cheese, navy shark, red crab, black spider, black and red ladybug, white duck, swan, and sheep, yellow chick, gray elephant, brown kangaroo, bear, and cow, yellow sunflower, trumpet and bell, green tree and clover) were derived. All subjects perceived the cases with typical binding of color-shape as ordinary. On the other hand, for the task asked to get drenched in 21 shapes with a heterogeneous color (usually unseen color), most of the subjects spent more time to do the first task (typical binding of color-shape). The tie of color and shape as aesthetic elements should break in order for novel color to be matched with the same shape because it is deeply embedded in people’s unconsciousness. Finally, the overall evaluation of the untypical binding of color-shape was found in both aspects of negative and positive. These results support previous studies, in which typical binding of color-shape maximizes similarity and familiarity as well as untypical binding increases deference. However, the taxonomy of color-shape binding through the level of typicality based on partial distortion is different from the related studies. Thus, a partially distorted stimulus based on similarity is likely to be perceived as unique, but an overly distorted stimulus can lead to a negative reaction such as unfamiliarity and heterogeneity before the recognition of differentiation. This study has a contribution of expanding concept of color-shape binding to the untypical range, unlike the previous studies which only dealt with the harmony and consistency between color and shape in esthetics. In the future research on visual stimuli, the concept and taxonomy of color-shape binding suggested in this study would also provide an effective theoretical basis for establishing design principles and developing techniques.
  • 21.

    A Comparative Study on the Type of Visual Expression and Symbol in the Empty Image -Focused on the Arts in the East and West-

    KANG, SO YOUNG | 2018, 64() | pp.279~290 | number of Cited : 1
    Abstract PDF
    The purpose of this study is to analyze the type of visual expression and symbol of empty image as a formative element, and to activate the study of empty image in order to re-evaluate the value of those. The method of this study is based on visual language classification of Kostelnic, C. and Roberts, D. and second-stage model of Roland Barthes's semiotics. This is to set the common analysis standard of empty image, and suggest the research model in order to analyze visual expression and symbol of empty image. The following results were obtained through the study of empty image in the East and West. 1) In the visual expression, the intra type showed the natural forms, the inter type showed a sense of space, and the extra type showed a resting space in the East. In the west, the intra type showed visual illusion, the inter type showed the enhancement of functionality, the Extra type showed a resting space. 2) The symbol type represented the virtue in the East and the silence in the West. This research will contribute to laying the foundations for practical use in design by discovering the value of Empty Image through diachronic study of empty image in the East and West.
  • 22.

    The Strategy of Creating Value of Chinese Shaizhai Product

    Chen, Dichen , KIM, MYOUN | 2018, 64() | pp.291~303 | number of Cited : 0
    The term "Shanzhai” has been popular in China since 2008. This study analyzed the consumption trent of the modern society, the principal producer and producer of the culture of the "Shanzhai”, socially and economically, then defined the culture of the "Shanzhai”, and identified its spread. It also analyzed the success factors of three companies - Biyadi, Tianyulangtong, and Feichangkele - as examples of success in "Shanzhai” products. The conclusions of analyzing the success factors of the wa SanjI . culture and "Shanzhai” product were first combined with the social and cultural phenomena of the class, and then rapidly evolved into the stage of imitation and assembly. Second, they have pushed for regional design strategies focusing on domestic consumption. Third, there was support from the central government which inevitably thought positive views and imitations of consumers about "Shanzhai” culture and sought new creation