유니버설디자인 사례분석을 통한 감성적 이미지 체계 제안

Abstract

As a transformed state of purchasing goods, modern people's lifestyle aiming at the pursuit of variety of life enhancement shows a huge change from the pattern of purchasing. Focusing on providing psychological values, while the motivation of existing consumers lay in physical properties like the guarantee of quality, today's consumers show more interest in symbolic and emotional values. To stimulate consumer's emotion, businesses are trying to apply various visual representation methods in their brand logo type designs as strategic approaches for selling goods. Also, they are applying natural typefaces of handwriting, which is one of the representative methods for expressing formative features. However, as the brands become more varied, the ornamental factor is overemphasized within the visual shaping process for enhancing purchasing power of the consumers. In some cases, excluding legibility and the principles of formality are arising. This condition has the brand logotype lose its main function and becomes a factor that works against the principles of universal design. For this reason, this study aims to analyze how calligraphies as sensuous brands are used by six selected Korean liquor, food and drink companies, and I extracted sensuous adjectives applying image scale for the study. As a result, it was possible to analyze present state of brands visually. Also, I could set up the guideline for the universal design based on formative aspects, and I could built the image scale of universal design. Universal design suggests three standards for sensuous design: plasticity, aesthetics and eligibility. When these aspects become the standard of visual expression, the problem of the current brands typefaces becomes more obvious. As products are diversified, brand designs applying calligraphy are also diversified. At this point, if they are designed according to universal design guidelines that are suggested from this study, they could not only motivate consumers' purchase but also could appeal to them more powerfully. I hope this study will serve as a baseline for further research on sensuous universal design, particularly experiments measuring reactions to brand designs typefaces.