커뮤니케이션디자인에서의 넛지 효과에 관한 연구: 공공디자인 사례를 중심으로

Abstract

It is the research of what positive value can be created when the concept of ‘Nudge’ based on behavioral economics is applied to the public area of ​ communication design. It is important to analyze carefully how pleasing designs are perceived and consumed in accommodation in the design strategies differentiated by the paradigm shift of public design policy. This behavioral economics ‘Nudge’ theoretically understood the user, and analyzed the case where the ‘Nudge’ effect noted in the public design field was applied from the aspect of ‘Fun’. Nudge's effects are expressed in various ways in the area of ​public design according to the state and condition of facility and medium. They are mainly interested in users as circumventive (perverse) interesting elements and may be accessible, leading to active participation of intellects who lack literacy or incomprehensible skills to nonverbal persuasion. There is also something to do. However, nudge design involves various problems in public policy and policy implementation. Due to the nature of the perplexing nudge effect, it can have side effects by enhancing the element of ‘Fun’, inaccuracies in the communication that double meaning may occur. And the communication function for the purpose of improvement of the action necessary for public design policy can be weakened.