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초록보기
(연구배경 및 목적) 인간중심디자인은 현대의 주요 디자인 패러다임이다. 특히 현대에 서비스 산업의 비중이 커지면서 기업들이 고부가가치를 창출하는 소비자 체험에 큰 관심을 갖게 되었고 제품을 판매할 때에도 체험과 스토리, 서비스를 결합하여 제공함으로써 소비자 체험을 극대화하고자 한다. 그러므로 기업들은 자사 브랜드에 대한 선호도를 높이기 위해 소비자의 심리적 특성을 디자인에 반영하기를 원하고 있다. 본고는 이를 위한 디자인심리 원리에 대해 연구한다. 특히 디자인에 대한 선호성을 향상시키는 것과 관련된 심리원리들을 소비자의 상위 욕구 충족이라는 측면에서 연구한다. 이를 통해 고품격의 소비자 체험을 효과적으로 디자인하는데 필요한 심리학적 정보들을 체계적으로 제공하고자 한다. (연구방법) 본 연구에서 2~3장은 문헌조사를 중심으로, 4장은 공간디자인에 대한 사례분석을 중심으로 진행되었다. 사례분석을 위한 자료는 현장 조사, 관련 문헌과 기사를 통해 수집되었다. (결과) 본고는 욕구 위계에서 상위 욕구인 소속감과 애정의 욕구, 존경의 욕구, 자아실현 욕구와 연관된 심리원리들을 분석했다. 이를 위해 먼저 각 욕구 단계별 주요 경험의 성향을 세 가지(익숙함_보수적 경험 추구, 생소함_혁신적 경험 추구, 균형감_중도적 경험 추구)로 분류하였다. 다음 단계로 이 세 가지 경험성향과 연관된 디자인 선호성 향상 원리들을 분석하였다. 익숙함(보수적 경험 추구)과 연관하여서는 밴드웨건 효과, 원형 선호 심리, 황금비 선호 심리, Light-from-above Assumption, 의인화 형태의 선호 심리가 분석되었다. 생소함(혁신적 경험 추구)과 연관하여서는 스놉 효과와 희소성 효과가 분석되었다. 균형감(중도적 경험 추구)과 연관하여서는 MAYA Principle, 단순노출 효과, 플로우 이론이 분석되었다. 4장에서는 공간디자인 사례들에 대한 분석을 통해 이 원리들 모두가 공간디자인에도 적용될 수 있음을 확인하였다. 또한 공간디자인의 구성요소들(Exterior, Interior, Display/컨텐츠) 중에서 디자인심리 원리가 가장 많이 적용되는 부분은 Display/컨테츠라는 것도 알 수 있었다. (결론) "익숙함"에 속하는 원리들은 "소속감과 애정의 욕구"와 연관되어 있는데 생소함이나 균형감에 비해 더 많은 연관 원리들이 분석되었다. 이는 욕구 위계론의 주장(하위 욕구가 더 강한 욕구이기 때문에 이것이 충족되어야 상위 욕구가 발동됨)과도 일치한다. 그러므로 특정 브랜드가 넓은 소비자층을 타겟으로 한다면 소비자 심리를 고려할 때 "익숙함"의 심리 원리들이 우선시 되어야 한다. 그러나 어떤 브랜드가 존경의 욕구나 자아실현 욕구를 추구하는 소비자층을 대상으로 매우 세분화된 타겟팅을 한다면 새롭고 혁신적인 경험을 제공할 필요가 있다는 점도 확인하였다.
(Background and Purpose) Human-centered design is a major design paradigm in the contemporary era. As the proportion of service industry has increased, companies have become interested in the consumer experience that creates high added-value. When companies sell the product, they want to maximize its value by providing it in combination with experience, story, and service. Therefore, companies want to reflect psychological features of consumers in their designs in order to increase consumer preference. To support theses social and economic changes, this paper studies psychological principles of design. In particular, it analyzes psychological principles for improving consumer preference in relation to satisfying upper-level needs of consumers in the need hierarchy. Through this, the research intends to provide systematic information necessary to design high-quality consumer experiences. (Method) This study was conducted through literature review, case analysis, and field study. Chapters 2 and 3 were done with literature review, and chapter 4 was proceeded with case analyses of spatial designs. Data for case analysis was collected through field studies, interviews, literature, and articles. (Results) This paper analyzed psychological principles of design regarding "belongingness and love needs", "esteem needs", and "self-actualization needs" in Maslow's Need Hierarchy. First, experiential focus for each stage of needs were analyzed and were categorized into familiarity(pursuit of conservative experience), newness(pursuit of innovative experience), and balance(pursuit of midroad experience). The next step was to analyze psychological principles associated with these three foci. In relation to familiarity(pursuit of conservative experience), Bandwagon Effect, Preference for Archetype, Preference for Golden Ratio, Light-from-above Assumption, and Preference for Anthropomorphism were analyzed. Concerning newness(pursuit of innovative experience), Snob Effect and Scarcity Effect were analyzed. With regard to balance(pursuit of midroad experience), MAYA Principle, Mere Exposure Effect, and Flow Theory were analyzed. In Chapter 4, through case analyses of spatial designs, it was confirmed that all of these principles can be properly applied to spatial designs. Also, it was found that among the design components of spatial designs(exterior, interior, and display/contents), the one to which these principles are most frequently applied is the display/contents part. (Conclusions) Psychological principles for "familiarity" are associated with "belongingness and love needs". In this study, more principles related to familiarity were analyzed compared to newness or balance. This result is consistent with the claim of Maslow's Need Hierarchy (lower needs are stronger, and only after lower needs are fulfilled, higher needs will be evoked). Therefore, if a brand targets a wide range of consumers, the priority should be given to the psychological principles related to familiar experiences. However, in this study, it was also confirmed that a brand needs to provide a new and innovative experience if it targets highly segmented consumers who seek "esteem needs", or "self-actualization needs".
(Background and Purpose) Human-centered design is a major design paradigm in the contemporary era. As the proportion of service industry has increased, companies have become interested in the consumer experience that creates high added-value. When companies sell the product, they want to maximize its value by providing it in combination with experience, story, and service. Therefore, companies want to reflect psychological features of consumers in their designs in order to increase consumer preference. To support theses social and economic changes, this paper studies psychological principles of design. In particular, it analyzes psychological principles for improving consumer preference in relation to satisfying upper-level needs of consumers in the need hierarchy. Through this, the research intends to provide systematic information necessary to design high-quality consumer experiences. (Method) This study was conducted through literature review, case analysis, and field study. Chapters 2 and 3 were done with literature review, and chapter 4 was proceeded with case analyses of spatial designs. Data for case analysis was collected through field studies, interviews, literature, and articles. (Results) This paper analyzed psychological principles of design regarding "belongingness and love needs", "esteem needs", and "self-actualization needs" in Maslow's Need Hierarchy. First, experiential focus for each stage of needs were analyzed and were categorized into familiarity(pursuit of conservative experience), newness(pursuit of innovative experience), and balance(pursuit of midroad experience). The next step was to analyze psychological principles associated with these three foci. In relation to familiarity(pursuit of conservative experience), Bandwagon Effect, Preference for Archetype, Preference for Golden Ratio, Light-from-above Assumption, and Preference for Anthropomorphism were analyzed. Concerning newness(pursuit of innovative experience), Snob Effect and Scarcity Effect were analyzed. With regard to balance(pursuit of midroad experience), MAYA Principle, Mere Exposure Effect, and Flow Theory were analyzed. In Chapter 4, through case analyses of spatial designs, it was confirmed that all of these principles can be properly applied to spatial designs. Also, it was found that among the design components of spatial designs(exterior, interior, and display/contents), the one to which these principles are most frequently applied is the display/contents part. (Conclusions) Psychological principles for "familiarity" are associated with "belongingness and love needs". In this study, more principles related to familiarity were analyzed compared to newness or balance. This result is consistent with the claim of Maslow's Need Hierarchy (lower needs are stronger, and only after lower needs are fulfilled, higher needs will be evoked). Therefore, if a brand targets a wide range of consumers, the priority should be given to the psychological principles related to familiar experiences. However, in this study, it was also confirmed that a brand needs to provide a new and innovative experience if it targets highly segmented consumers who seek "esteem needs", or "self-actualization needs".
권호기사
참고문헌 (25건) : 자료제공( 네이버학술정보 )
| 번호 | 참고문헌 | 국회도서관 소장유무 |
|---|---|---|
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| 2 | Bornstein, R. F., (1989). Exposure and affect: overview and meta-analysis of research, 1968–1987. Psychological bulletin, 106(2), 265-289. | 미소장 |
| 3 | Carbon, C. C., & Pastukhov, A., (2018). Reliable top-left light convention starts with early Renaissance: An extensive approach comprising 10k artworks. Frontiers in psychology, 9, 1-7. | 미소장 |
| 4 | Choi, Jeong-Gun, & Kim, Myung-Suk, (May, 2008). The Usage of Anthropomorphic Form in Product Design. KSDS(Korean Society of Design Science) Conference Proceeding, 50-51. | 미소장 |
| 5 | Csikszentmihalyi, Mihaly, (1991). Flow: The Psychology of Optimal Experience. New York: Harper Collins Publishers. | 미소장 |
| 6 | DiSalvo, C., Gemperle, F., & Forlizzi, J., (2005). Imitating the human form: Four kinds of anthropomorphic form. Unpublished manuscript. Carnegie Mellon University. | 미소장 |
| 7 | Hekkert, P., Snelders, D., & Van Wieringen, P. C., (2003). 'Most advanced, yet acceptable': Typicality and novelty as joint predictors of aesthetic preference in industrial design. British journal of Psychology, 94(1), 111-124. | 미소장 |
| 8 | Hume, D., (1976). The natural history of religion. New Delhi: Prabhat Prakashan. | 미소장 |
| 9 | Korea Dictionary Researcher, (1996). The Great Encyclopedia of Nursing Science(간호학 대사전). Seoul: Korea Dictionary Researcher. | 미소장 |
| 10 | Lee, Jeongmin, (2014). User's commitment in contemporary design - Its psychological motives and design methodologies. Journal of Korea Design Forum, 44, 267-280. | 미소장 |
| 11 | Lee, J., (2020). A Study on the Correlation between Consumer’s Basic Needs and Design Preference :Analyses of Related Psychological Principles. Journal of the Korea Institute of the Spatial Design, 15(2), 11-26. | 미소장 |
| 12 | Na, Kyung Hoon, & Nam, Ho Jung, (May, 2015). SNS Use and Design Marketing Strategy of Domestic Telecom Companies for Bandwagon Effect Inducement. KSDS(Korean Society of Design Science)Conference Proceeding, 240-241. | 미소장 |
| 13 | Snyder, C. R., & Fromkin, H. L., (1977). Abnormality as a positive characteristic: The development and validation of a scale measuring need for uniqueness. Journal of Abnormal Psychology, 86(5), 518. | 미소장 |
| 14 | Suh, M., Lee, H., & Rho, T., (2014). The brand anthropomorphized advertising on the advertising effectiveness: Focusing on the low involvement service and product. The Korean Journal of Advertising, 25(4), 27-53. | 미소장 |
| 15 | Thomas, R., Nardini, M., & Mareschal, D., (2010). Interactions between “light-from-above” and convexity priors in visual development. Journal of Vision, 10(8), 1-7. | 미소장 |
| 16 | Uzgoren, E., & Guney, T., (2012). The snob effect in the consumption of luxury goods. Procedia-Social and Behavioral Sciences, 62, 628-637. | 미소장 |
| 17 | Yoon, Jeong In, (2012). A Study on the Effectively in Modern Society Snop Effects Limited Package Design Discussion. Hanyang University. The Graduate School of Industrial Engineering, Management & Design. Dept. of Visual Communication ᆞ Brand-Packaging Design. Master's Degree. | 미소장 |
| 18 | Yun, Min Hie, (2009). A Study on Golden Ratio as a Universal Principle of Modern Design. Journal of the Korean Society Design Culture, 15(3), 279-288. | 미소장 |
| 19 | Zajonc, R. B., (1968). Attitudinal effects of mere exposure. Journal of personality and social psychology, 9(2p2), 1-27. | 미소장 |
| 20 | 글라이트만, 헨리, 장현갑 외 6인 역, (1999). 심리학. 서울:시그마프레스 / Gleitman, H., Fridlund, A., & Reisberg, A., (1995). Basic Psychology. New York: Norton. | 미소장 |
| 21 | 뢰바흐, 베른트, (2000). 산업제품조형원론-인더스트리얼디자인, 서울: 조형교육. | 미소장 |
| 22 | 리드웰, W., 홀델, C., & 버틀러, J., (방수원, 이희수 역), (2012). 디자인 불변의 법칙 125가지. 서울: 고려문화사. / Lidwell, W., Holden, K., & Butler, J., (2010). Universal principles of design. Beverly, MA: Rockport Publisher Inc. | 미소장 |
| 23 | 서, 상희, (2015). 스토리 아키텍처. 서울: 커뮤니케이션북스. | 미소장 |
| 24 | 시게타, 슈지, (방, 규철 역), (2004). 살아있는 마케팅 심리학. 서울: 도서출판 일빛. | 미소장 |
| 25 | 한, 덕웅, (2004). 인간의 동기심리, 서울: 박영사. | 미소장 |
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