Abstract
The methods used in this study included investigation of media facades used for landmarks in downtown areas in previous studies, visits to these areas, and recording of media facades. The changes in the colors or the size of buildings were analyzed among the recorded cases and 12 of these cases were selected for further study. The sensibility preference of the media facades was evaluated by sorting the 12 kinds of media facades, and providing them as materials to a group of 60 participants (40 undergraduate and 20 graduate students majoring in architecture and design) consisting of an equal proportion of males and females. This study addressed the following four_stage questions: 1) Five questions of recognition evaluation about media facades and the cognitive evaluation items of emotional vocabulary and color preference in each research case; 2) sensibility preference items regarding the media facade color design; and 3) design evaluation items of the media facades; 4) Video clips and still images were recorded from a middle distance at 7p.m to 11p.m. in central New York, Singapore, Seoul, and Beijing. The participants looked at the changes in colors through the video clips in each case and evaluated their preferences through 23 pairs of emotional vocabulary items using system dynamics. Construction of an emotional vocabulary followed, based on previous studies about media facades and color design. To evaluate the sensibility preference and the perceived representative colors of the media facade, this study suggests new emotional responses that depended on the color emotional vocabulary of light in the LED lighting technical evaluation methodology. A media facade with a moving change of colors, unlike a fixed landscape color design, suggests a new communication method based on architectural factors. New architectural color coordination can be presented for urban landscapes at night. Designs that factor in the pedestrians' emotional vocabulary or preference should take precedence over the use of high luminance and various colors.