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Successful Case Analysis of Crowd Funding - Focused on Design Typicality -

  • Journal of Communication Design
  • Abbr : JCD
  • 2018, 62(), pp.71-80
  • DOI : 10.25111/jcd.2018.62.06
  • Publisher : CDAK Society of Communication Design
  • Research Area : Arts and Kinesiology > Design > Visual Information Design > Information Design
  • Received : November 19, 2017
  • Accepted : January 24, 2018

Yoo, Song-yi 1 SEO HYE OCK 2

1중앙대학교 예술대학원
2중앙대학교

Accredited

ABSTRACT

This study analyzed the design cases that were successfully evaluated in the crowd funding platform from the standpoint of typicality and preference. Therefore, we tried to confirm the results of the previous studies on the typicality and propose a strategy direction for the design typology within the crowd funding platform. For this study, the relationship between the background of the crowdfunding platform and the present operating status and the relationship between design typology and product preference were theoretically examined. Next, the representative success cases were selected in the crowdfunding platform, and the two hypotheses ([Hypothesis 1] the correlation between the aesthetic attractiveness and the preference will be different according to the functional orientation of product. [Hypothesis 2] If there is a correlation, the typicality will show a negative(-) relationship to aesthetic attractiveness and preference) were tested to clarify the influence of typicality on preference and aesthetical attractiveness. Hypothesis testing was conducted by analyzing the responses of 138 respondents in Seoul, who had experienced connecting crowd funding platform at least once, using SPSS statistics. Based on this, it can be seen that the degree of correlation between typicality, aesthetical attractiveness, and preference varies depending on the functional orientation of products. Also, when the degree of functional orientation of product was low, the typicality showed a positive (+) relationship with aesthetic attractiveness and preference. Therefore, the crowd funding platform that pursues new ideas requires control over the innovation of design.

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