• Archives of design research
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• v.16 no.4
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• pp.433-442
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• 2003

The concept of pun was basically used to get rhetorical effect in verbal usage and it can be easily applicable to visual communication design. By substituting symbolic images for words of verbal expression, we can draw out some effective communication methods in forms of pun. For years, visual puns have been useful concept to convey a visual message from ancient hieroglyphics to modern arts and design. There are essentially three categories of visual puns. Literal pun upholds the primary meanings of the message literally by picking up a key symbol to create two or more meanings, meanwhile suggestive pun is created when one symbol is used as a key symbol or two or more symbols are combined to created one key symbol that can suggest and strengthen meanings. Comparative pun can be defined two or more symbols of nearly the same appearance are combined or juxtaposed two or more times to enhance overall statement. The concept of visual pun used for traditional area can also be effective ways of new media communication. Thus it is natural to see the concept of visual puns in website. How to handle the images in website is the most critical point for differentiation. But recently, web site designers just seem to focus on somewhat functional aspect. There are certain types of web design formats, and many designers are tend to follow these routines unconsciously. In this situation, the new aspect of visual puns for web design can be a possible design method to fortify the overall message. Through this concept, we can build up some clear identity compared to other web sites and can get alternatives to perform more effective communication ways as a problem-solving process.

• The Journal of the Korea Contents Association
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• v.11 no.7
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• pp.168-178
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• 2011

Experiencing the vortex of postmodernism, modern graphic design has evolved radically from simple aesthetically-motivated style following modernism. Concurrently, Typography has transmuted into International Typography Style from Grid Standard, which was an outcome of modernism. Edward Fella is one of the most internationally prestigious figures practicing the contemporary graphic design style. He is currently pursuing his career as an educator by teaching graphic design and typography at Cal Arts. For a long time, Fella has devoted himself to yielding products of de-constructive presentations and constructing design identity based on aesthetics. This paper looks into aesthetic criteria which has affected modern graphic design, referring to graphism of Fella, an international graphic design and typography educator whose theoretical origins lie in French modern philosophy and aesthetics. Fella has created graphic works by making use of graphic motives residing in the unconscious and the subconscious. Therefore, his graphic style is viewed and investigated as de-constructive aesthetics in the paper. Drifting around toward the end of postmodernism, the present day defines itself as the age free of formality approaching uncertain future; however, Fella's typography graphically guides us to understand comprehensively not only how international graphic design flows from the present to the future, but its realizations in design works.

• KOREAN JOURNAL OF PACKAGING SCIENCE & TECHNOLOGY
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• v.19 no.2
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• pp.103-108
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• 2013

Packaging of solar salts produced in Korea and Japan were evaluated and compared each other in terms of packaging design such as package types, colors and graphics. The standing pouch type in plastic film was most popular for the Korean salts regardless of the package capacity. But the same type was common only for the lower package capacity of 300 g or less while the plastic film pouch was prevalent for the higher capacity for the Japanese salts. White and brown were dominant colors for the Korean solar salts reminding us of salt farms and the foreshore respectively and strengthening its color identity. White, blue and red were used for the dominant, assort and accent colors respectively for the Japanese salt packaging. Salt farmers and the foreshore are often represented as the main package graphics for the Korean solar salts while the wave symbolising the sea was found frequently for the Japanese ones. The word of 'Shinan' was involved the most in the brand names of the Korean salts and the sea was appeared very often in those of the Japanese ones.

• Archives of design research
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• v.15 no.4
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• pp.1-14
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• 2002

In the past, companies concentrated their efforts on developing new technologies and producing new products. But new technologies in this information age do not make difference any more comparing to other companies. In this marketing environment, a company must appeal strongly their own image to the customers' brains to make better difference than other companies do. One of the best way to make their own image in the customer's brains might be outgrowing themselves of the one-way communication such as the printed-media or broadcast-media and preparing some space such as advertisement halls or pavilions where customers and companies meet each other and make mutual communications between both of them. Therefore, we need to study systematically on the design elements in the advertisement halls or pavilions. To begin with, we should lully understand the basic idea by looking up the reference literature. We case-studied on the basic of constructive elements of advertise halls of both SAMSUNG and LG Electronics Co. The purpose of this study is to realize that we can transfer effectively the company's image to the customers only if we fully understand company's business philosophy and vision in advance to start design the advertisement hails. We should also realize that it is also important to manage systematically the company's design strategic elements' to achieve its changing goals in more logical and scientifically way.

• Archives of design research
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• v.18 no.1 s.59
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• pp.5-16
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• 2005

As for the public, it is hard to understand semiotics because of the scope of an enormous semiotics education. This study is making semiotics of Charles Sanders Peirce the subject. I thought that utilization can hold his semiotics study in a visual design field. First of all, this study considered design related papers related to the existing semiotics again and study found an error of the existing semiotics study and understanding did category concept with re-definition about semiotics of Peirce. Explained a symbol mark through understanding of semiotics of Peirce. This study was able to get the following conclusion through these results. 1) A symbol mark means one product, sonics, company oneself with a custom. Therefore, it is a rule symbol in the Representation side. 2) A symbol mark symbolizes an object with one symbol, so a symbol mark is a symbol in an object. 3) Because a symbol mark exists through a social rule, in semiotics definition of Peirce, this must become understanding with a Argument symbol. 4) A symbol mark is what a company or an organization field used from the past, and the public are recognizing this how. Therefore, it works as fact a company attaches a symbol mark to own product, and to show the public a symbol mark. A symbol mark is Dicent Sign in Interpretant. A rule and understanding about a lot of types which have various mutual relation, Peirce classification and understanding of a symbol mark tells to demand is holding that understanding a type of semiotics with the concept that is not an image to us.

• Cartoon and Animation Studies
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• s.19
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• pp.145-159
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• 2010

Similar to the other cultural contents, the character industry is based on the media which acts as the technological background. In fact, the character industry is the process of that a created character accesses to the consumers via media, builds its value and becomes licensed as a brand in the market. Therefore, it is crucial to select the most effective media for the consistence of a character in the market, as well as for construction of a higher brand quality of the character. Today, "Webtoon" might be considered as one of the marketing means which utilizes the Internet media for raising the character as a brand. Webtoon has apparent strength because it can be produced in shorter period and with less expense than through other media. Furthermore, Webtoon can be simply featured by the easiness of two-way communication and transference to another media through it. For these reasons, and according to the result of analyzing some Korean Webtoons, it seems obvious that the most effective media in character marketing is the Internet. In addition to the Internet, the strategic development in the media-mix is also important for establishing a brand of a character. However, the effective media-mix is available only when the character's external identity meets with the trait of its media. For the purpose of learning how the media-mix works when a character reaches for the consumers, a character "Hamataeng" was born and used in the experiment. This study will explain the marketing process through the use of own-created Webtoon and other contents, and suggest the ways to build a brand of a character. In addition, it is also indicated that a media-mixing strategy for transformation and expansion of the character to other media.

• Journal of Distribution Science
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• v.11 no.6
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• pp.41-50
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• 2013

Purpose - Inducing consumers' behavioral intent to use an outlet shopping center is a critical issue for managers since it can be used as a guide for developing marketing strategies. Low prices could lead to a growth in retail purchases, but there might also be a positive relationship between prices and customer perceptions of product quality. The extent to which consumers use price as a predictor of quality may differ according to the availability of important alternative cues such as brand, store name, and identity salience triggered by the store. Consumers can obtain non-economic benefits from marketing exchanges that go beyond basic economic achievement. We argue that identity salience can play a crucial mediating role when consumers, acting as exchange partners, seek to obtain social benefits. This study shows that identity salience could mediate the relationship between identity salience-inducing factors such as multi-finality, prestige and role performance, and consumers' behavioral intent to use an outlet shopping center. Research design, data and methodology - The survey was conducted on college students enrolled in marketing classes. A total of 200 questionnaires were distributed, of which only 194 were returned. After five incomplete questionnaires were excluded, a final sample of 189 was used for empirical analysis. Using a covariance structural analysis in Amos17, we confirmed the fit of the research model and estimated its parameters by using the maximum likelihood method. Results - The results of the hypotheses testing are as follows. First, both identity salience and economic benefits have positive effects on the behavioral intent to use an outlet shopping center. Second, role performance, prestige, and multi-finality have positive effects on identity salience. Finally, the additive analysis of the direct effects of identity salience-inducing factors shows that the role performance, prestige, and multi-finality factors have no direct effects on the behavioral intent to use an outlet shopping center, suggesting that identity salience plays a positive mediating role. Conclusions - This study informs marketers that not only price but shoppers' identity salience directly affects their intent to visit an outlet shopping center. To strengthen shoppers' identity salience, marketers should find ways to help shoppers fulfill their multiple social roles, realize their multiple goals, and achieve prestige. In other words, outlet shopping centers must improve their personal service environment in order to enhance their employees' service quality and assist the execution of multi-finality by minimizing the perceived costs (e.g., travel time, effort) associated with shopping trips, thus making it easier for consumers to combine visits to multiple stores in outlet shopping centers and buy the items required for their consumption goals. Outlet shopping centers must also offer assortments with both breadth and depth in order to help consumers play the social roles their social networks have given them.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.18 no.2
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• pp.501-513
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• 2017

This study analyzed the situation of urban agriculture development through theories, paradigms, and typology to determine the application frequency and development keywords about space forming. The results showed that urban space by distance determines "Dimension of space forming" through self-production, public-production, and nation-social operation. Second, the complex space by shape determine "Identity of space forming" through "Flat Shape" for using the widespread land, "Compact Shape" for overcoming the small and poor land, and "Fusion of Flat Compact Shape" for systematic use between Flat and Compact. Third, building and interior space according to location determine the "Utility of space forming" through land, roof, wall, veranda, interior, and infrastructure space. The concepts about space forming of urban agriculture have an organic correlation and will be developed sustainably by the evolved cases from now on. In addition, space forming of urban agriculture produces new creation space by various fusion processes and will be a development trend of new urban agriculture.

• The Journal of the Korea Contents Association
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• v.18 no.7
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• pp.262-271
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• 2018

Recently, Daejeon Metropolitan City is planning a futuristic city with Daedeok Special District at the center of its transformation into a city of nature, science and culture along with the fourth industrial revolution. Therefore, this research will divide the 1.5 km distance from the in Doryong-dong, Daejeon, science park intersection to the (Former)Daedeok Science and Culture Center, and propose a space design concept that incorporates IT technologies that fit the characteristics. The center will analyze the space status and derive an experience-oriented space design concept for user-centered planning so that it can serve as a guideline that will provide the fundamental direction for the promotion of the Daedeok Science Culture. Through the field survey, we will look for ways to integrate IT technology with infrastructure that needs improvement and change the distance of Daedeok Science culture as a smart street. The results of the field survey were : (1) made by connecting the persistence of comfort and safety issues, (2) uniformity and efficiency issues, and (3) the experience of identity problems and the orientation of the smart city. To create user-centered distances, we attempted to avoid uniform zoning based solely on infrastructure and zoning focusing on user behavior.

• Journal of Distribution Science
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• v.12 no.2
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• pp.7-16
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• 2014

Purpose - The purpose of this study is to target Chinese consumers of Korean agri-food through the analysis of agri-food brand identity images to set future directions for proposed agri-food exports to China. Since negotiations began for a free trade agreement (FTA) between Korea and China, some Koreans have worried about the Korean agriculture sector. The world trading system has undergone many changes in recent years. Since the start of FTA negotiations on agriculture, China and Korea have faced a heightened sense of crisis. China is trying to export agricultural products so actively that its agricultural exports could increase by more than 7% annually. China exported about one-tenth of its agricultural products to Korea in the period 2002-2010. Recently, the importance of brand identity has tended to increase, as the world becomes one unified market. In this situation, we should try to promote agri-food exports to China. It is very important to understand consumers' recognition of Korean food and the image of the Korean agri-food industry, to establish an export strategy. Research design, data, and methodology - This study targeted 2,800 adult men and women aged 25-59 years living in four major cities in China (Beijing, Shanghai, Guangzhou, and Qingdao) with a household income within the top 10% level in the China, using the one-to-one interview survey method. In addition, four groups by region (eight people per group) for a total of 32 groups were surveyed by using the focus group interview (FGI) research method, and impressions of imported agri-food were surveyed using 17 questions about fresh agri-food and 22 questions on processed agri-food. Factor analysis, brand positioning, biplot analysis, and so on, were carried out based on the results of these surveys. This research presents the brand identity of Korean food; according to the analyses, the brand identity is based on trust, safety, and attractiveness. Result - Factor analysis results showed that Chinese consumers expect four major qualities in imported fresh agri-food: freshness/safety, attractive appearance, premium branding, and excellent taste/quality. In the case of processed agri-food, it turned out that Chinese consumers are focused on safety/hygiene/freshness, health, and taste. In addition, in the fresh agri-food analysis by country, American foods had the upper hand; the image of American foods was also recognized as the most positive for processed agri-food. Meanwhile, according to the biplot analysis, Korean agri-food is strongly preferred for its appearance, but no country is strongly preferred as regards the level of freshness/safety that is expected by Chinese consumers. Conclusions - In this study, we analyzed the image of imported agri-food expected by Chinese consumers by reconstructing agri-food characteristics from the brand perspective. The research result shows that a Korean brand identity must be the ultimate goal for activities undertaken to enhance the image of Korean agri-food in the future. Additional research is needed because brand image can be formed through various channels.