서체의 특징이 BI에 대한 소비자의 심미적 반응에 미치는 영향
An Influence of The Typeface Characteristics on Consumer's Aesthetic Response to BI
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초록
본 연구는 최근 들어 점차 그 중요성이 높아지고 있는 제품 비주얼 요소의 하나인 BI서체를 연구대상으로 한다. 소비자가 과연 어떤 특징을 갖는 BI서체를 아름답다고 생각하는지를 알아보는 것이 본 연구의 목적이다. 서체의 특징을 글자체 특징과 디자인 특징으로 나누고, 글자체 특징은 하드/소프트, 창조성(독특함, 일반적)으로 나눈다. 따라서 서체가 갖는 하드/소프트, 창조성, 디자인 특징 등 세 가지 특징이 BI에 대한 소비자의 심미적 반응에 미치는 영향을 분석하는 것이 본 연구의 목적이다. 심미적 반응을 비주얼 경험을 통해 갖게 되는 아름다움으로 정의하고 세 가지 가설을 설정하여 서베이법으로 연구목적을 검정하였으며 그 결과는 다음과 같다. 첫째, 서체의 글자체 특징인 하드/소프트보다는 창조성(독특함, 일반적)이 BI에 대한 심미적 반응에 영향을 미치는 것으로 나타났다. 둘째, 서체의 디자인 특징과 BI에 대한 심미적 반응은 역U자 관계가 있음이 확인되었다. 셋째, 소비자의 특성인 감각추구성향은 BI에 대한 심미적 반응에 부분적으로 조절효과가 있는 것으로 나타났다.
Abstract
The product visual are recently receiving increasing attention around public and private marketing practices. Product visuals, including product design, packaging, and BI typeface, store design are visual communication of products. In this paper, we would study Korean consumers like which style of BI typefaces. BI is different from brand identity. BI is defined as "visual graphic of brand name," and have three characteristics; typeface(hard/soft, creative) and other graphic characteristics. For finding Korean consumers's favorite of BI typefaces, this study is to analyze the influence of typeface characteristics on consumer aesthetic response to BI. 3 hypotheses are analyzed by experiment method and research results as follows: There is significant differences among 4 typeface characteristics, especially BI typeface's creative has significant effect on aesthetic responses. Design characteristics of BI typeface has inverse U-shape influence on aesthetic responses. Sensation seeking personality hasn't an moderating effects on aesthetic responses.
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