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포스터 디자인에 나타난 전통문화 특성이 도시 인지도에 미치는 영향 -중국 도시 행사 포스터를 중심으로-

The Influence of Traditional Cultural Characteristics in Poster Design on City Cognition -focus on Chinese cities event poster-

구자준|추싱위안
한국기초조형학회 (Korean Society Of Basic Design & Art)|2024.12|기초조형학연구 (Journal of Basic Design & Art)|제25권 제6호|pp. 637-652|DOI DOI https://doi.org/10.47294/KSBDA.25.6.43

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포스터 디자인poster design전통문화 특성도시 인지도traditional cultural characteristicscity cognition
주제분류예술일반

초록

중국 경제의 급속한 발전과 도시화 수준의 향상으로 주요 도시는 연속적으로 국제 행사를 개최하고 있다. 이러한 행사의 포스터 디자인에는 전통문화 요소가 널리 활용되고 있다. 한편, 도시 인지도는 도시 간 경쟁력의 핵심 요소로 작용하여 기업의 투자 결정, 관광 선택, 거주지 선정 등에 폭넓은 영향을 미친다. 따라서 본 연구는 포스터 디자인에서 전통문화 특성과 도시 인지도 간의 상관관계를 규명하는 것을 목적으로 한다. 이는 디자이너가 포스터 디자인 시 전통문화 요소를 활용하여 도시 인지도를 향상하는 데 중요한 참고 자료가 될 수 있다. 본 연구는 도시 인지도와 관련된 다양한 영향 요인 및 관련 분야에 대한 선행 연구를 분석하였으며, 그 결과 지역성, 흥미성, 친근성의 세 가지 주요 특성을 도출하였다. 사례 연구에서는 대표적인 국제 행사 포스터를 분석하여 포스터 디자인에서 전통문화 특성과 도시 인지도 간의 관계를 확인하였다. 실증 연구에서는 문화적 배경 차이에 따른 변수 간섭을 줄이기 위해 중국인을 대상으로 설문조사를 집중적으로 실시하여 포스터 디자인에서 전통문화 특성이 도시 인지도에 미치는 영향을 조사하였으며, 총 287건의 설문지를 최종 분석 자료로 사용하였다. SPSS 통계 프로그램을 이용하여 포스터 디자인에서 전통문화의 지역성, 흥미성, 친근성이라는 세 가지 독립 변수와 종속 변수인 도시 인지도 간의 인과관계를 확인한 결과, 지역성, 흥미성, 친근성이 도시 인지도에 긍정적인 영향을 미치는 것을 확인하였다. 본 연구는 포스터 디자인 과정에서 전통문화를 활용함으로써 디자이너가 도시 인지도를 높일 수 있는 작품을 제작할 수 있다는 결론을 제시하였다.

Abstract

With the rapid development of China’s economy and the increasing level of urbanization across the country, major cities are successively hosting a variety of international events. In this context, traditional cultural elements are widely utilized and creatively integrated into the poster design of these significant events. Meanwhile, city cognition is recognized as a key factor in determining intercity competitiveness, which has a wide and profound influence on enterprises’ investment decisions, tourism choices, residence preferences, and other related factors that contribute to the overall perception of a city. Therefore, this study aims to thoroughly investigate the correlation between traditional cultural characteristics and city cognition in the context of poster design. This can serve as an important reference for designers who seeking to effectively incorporate traditional cultural elements in their poster design to enhance city cognition meaningfully. Furthermore, this study analyzes various influencing factors related to city cognition and examined previous studies in this particular field; as a result, three main characteristics were identified: locality, interest, and approachability. Specifically, in the case study, posters of representative international events were carefully analyzed to identify the intricate relationship between traditional cultural characteristics and city cognition in poster design. In the empirical study, to minimize cultural background interference, a questionnaire survey was conducted on Chinese people to examine the impact of traditional cultural traits on city cognition in poster design, using 287 completed questionnaires as the final analysis data. The SPSS statistical program was employed to determine the causal relationship between the three independent variables of locality, interest, and approachability of traditional culture in poster design and the dependent variable, city cognition. Ultimately, the results showed that locality, interest, and approachability had a positive effect on city cognition. This study concludes that integrating traditional cultural elements in the poster design process allows designers to create works that effectively enhance and significantly improve city cognition.

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