장기기억 형성을 유도하는 공간조형요소와 복측경로의 관계 고찰

Abstract

(Background and Purpose) In contemporary branding strategies, there has been a notable shift from product-oriented marketing towards spatial experiences designed to build lasting consumer-brand relationships. Spatial marketing approaches—including pop-up stores, flagship stores, and concept stores—are increasingly used to stimulate sensory and emotional engagement, thereby enhancing brand memorability and impression. This study investigates how spatial design elements can effectively influence long-term memory formation in consumers from a neuroscientific perspective, particularly emphasizing the activation of the ventral visual pathway. The primary objective is to elucidate the relationship between visual design characteristics, neural processing mechanisms, and memory consolidation processes, thus informing practical strategies for brand space design. (Method) The research establishes its theoretical foundation by reviewing neuroscientific literature on memory formation mechanisms, specifically focusing on the stages of sensory, short-term, and long-term memory, as well as the crucial physiological process of Long-Term Potentiation (LTP). The study examines the roles of glutamate, an excitatory neurotransmitter, and dopamine, which is linked to emotional reward. Additionally, it explores the neural connections among the ventral stream, inferior temporal (IT) cortex, hippocampus, and amygdala. Empirical analysis is conducted through case studies involving five Apple Stores and five Gentle Monster flagship stores, employing three analytical criteria derived from the established theoretical framework. The criteria include: (1) visual elements that stimulate the ventral pathway (e.g., symmetry, repetition, glossiness, transparency); (2) emotional reward mechanisms aimed at eliciting positive emotional states; and (3) structural design elements that enable repeated experiences to reinforce memory. (Results) Analysis indicates that Apple Stores strategically incorporate consistent visual elements—such as glossy materials, repetitive structures, symmetrical arrangements, and transparency—to effectively activate the IT cortex and subsequently enhance memory consolidation via the hippocampal and amygdalar neural circuits. These design features successfully evoke positive emotional reactions, stability, and familiarity, thereby promoting sustained memory reinforcement through LTP. In contrast, Gentle Monster stores predominantly utilize intense visual stimuli characterized by asymmetry, unpredictability, and novelty, resulting in immediate sensory engagement but limited long-term memory consolidation. Although initially impactful, such design characteristics tend to evoke transient emotional responses, lacking the consistency required for stable memory encoding. (Conclusions) This research provides neuroscientific evidence demonstrating the substantial potential of spatial design elements in fostering long-term memory formation among consumers. Integrating neuroscience with spatial design theory, the study systematically clarifies the neural relationship between visual elements, emotional engagement, and memory consolidation. The findings offer valuable insights and practical frameworks for spatial branding strategies aimed at creating enduring consumer experiences and memories. Future studies should explore a broader range of spatial contexts to refine and expand the theoretical and practical applications of neuroscience-based spatial design strategies.