금강비례를 이용한 캐릭터디자인의 한국적 브랜드화에 관한 연구 : 팬시 캐릭터를 중심으로

Abstract

In modern days, a character as a symbolic signature has been used as a marketing tool to increase the consumers' interest. Also a character has been used in various ways to support the consumers’ awareness of a brand. Due to its multi-usage, it could also be valued as an independent object and a character to represent the corporate and nation are highly valued in the competitive global market. Through this trend, the importance of a character to represent Korea has become a big issue. Korea has a long history with unique cultural heritages which could appeal to the world, but it has not been well incorporated into developing the design process. Therefore it would be necessary to study how to interpret the Korean heritage into the modern design. As a part of this study, I would like to establish the ratio module system which is one of the most important elements in the design. In order to achieve this goal, I found out a unique emotional and cultural element which Korean share and applied to a design process. In general, the customers favored a brand character which reflects their own image. In this study survey, participants also favored a character based on Gumgang ratio which reflects images of Korean over a character based on Gold ratio which reflect westerners. From this study, I concluded that Koreans favored Gumgang ratio, so if this unique beauty ratio could be incorporated into developing a brand character, I could create an unparalleled Korean design form. Antecedent of this creation, I would like to develop Gumgang ratio-Korean beauty ratio-into the fundamental theory of character developments. Along with strategic marketing plan, a character which bears Korean traditional beauty ratio would be loved by the people in the world.