• Archives of design research
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• v.20 no.1 s.69
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• pp.5-20
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• 2007

The aim of this research is to find out the flows of mega-trends and design trends by analyzing the factors that influence trend and design trends in the late 20th century. Moreover, it is to forecast and recommend design color trends by evaluating color trends in design trends for the near future. Secondary and primary research were used in parallel. In the late 20th century, mega-trends were analyzed from secondary research based on PEST. Design trends were analyzed from case studies in fashion, space, product and visual design. On this basis, design color trends were analyzed. Also, color trends were forecast for the near future. The results are as follows. Firstly, the main trends in the late 20th century were 'female thinking', 'back to the nature' and 'heaven of peace'. Second, main design trends in the 1970s were modernism, post-modernism and high-tech. In the 1980s, with those of the 1970s, ecology was introduced In the late 1980s. In the 1990s, modernism rose again and ecology had an influence. The trends of 'female thinking' and 'back to the nature' controled the design in the early 2000s. Third, design colors in the late 20th century changed from Red to Purple Blue. Tones changed from 'grayish' to 'dull' Finally, it was forecast that Purple Blue, Yellow Red and Green colors with 'grayish', 'dull' and 'deep' tones were going to be used mainly in the near future. Also, achromatic colors with female and warm nuances would be reflected in design parts. This research will be very useful in that it has built a concrete database reflected on design trends forecasting in the near future by organizing academically a methodology to identify trends reflected on design and identifying relation between mega-trends and design trends based on analyzing factors that influence trend.

• Journal of Korea Entertainment Industry Association
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• v.13 no.7
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• pp.99-118
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• 2019

This study confirmed the followings based on analysis of language messages in 718 advertisement in , AMOREPACIFIC's beauty magazine, published from 1958 to 2018 by product categories, era, in terms of purchase information, persuasive expression, word type. First, the number of pieces among 1980s to 1990s advertisement were the largest and, in terms of product categories, there were the greatest number of pieces in skincare, makeup and mens products. Second, headline and bodycopy had a different aspect in persuasive expression. "focused on image-making" was mainly used for head lines. Specifically, "situational image" was generally dominant. While the "user image" was higher before 1990's, "brand image" was as recent times. "Informal" was mostly applied for bodycopies, especially, "general information" and "differentiated information" was used the most. It is important to know what kind of information the brand established in each brand should be embodied rather than simply dividing the appeal method into "rational appeal" and "emotional appeal."Third, persuasive expression has different aspects in headlines and body copies. "focused on image-making" was mainly used as headlines. Specifically, "situational image" is dominant. Also, "user image" was high before 1990s but "brand image" got higher in recent times. "Informal" was mostly used as body copies, especially "general information" and "differentiated information" were the most frequently selected. Therefore, it is important to apprehend which information to specify established images by brands, rather than to divide "rational appeals" and "emotional appeals". Lastly, categorizing word type into brand names and headlines, foreign language was the most dominant in brand names and Chinese characters in headline. Remarkably, brand names in native language temporarily high in 70's and 80's, which could be interpreted to be resulted from the government policy promoting native language brands in those times. In addition, foreign language was frequently used in cosmetics and Chinese characters in men's product. It could be explained that colors or seasons in cosmetic products were expressed in foreign language in most case. On the other hand, the inclination of men's product consumers, where they pursue prestige or confidence in Chinese character, was actively reflected to language messages.