• Journal of Communication Design
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• v.57
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• pp.44-53
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• 2016

Expected consumer's consumption propensity affected by advertisement using media facade and how this advertisement can affect consumer response and advertising effectiveness will be examined practically. This research showed TV advertisement and media facade advertisement to each participants of research in order to evaluate consumer response and effectiveness of media facade advertisement and took a survey. Research result, positive response was observed that consumer who were exposed of media facade advertisement showed more positive cognition/emotional response than TV advertisement. And effectiveness of media facade is more than standard. However, product attitude was not statistically positive. Therefore, it can be said that media facade advertisement does not affect positively on product attitude, but it is effective on purchase intention. Next, consumer who is exposed of media facade advertisement showed little low correlation on cognition response and product attitude, but showed positive correlation on cognition response, purchase intention, emotional response and product attitude. Accordingly, more positive consumer's cognition and emotional response is, the higher advertisement effect can be observed. Last, positive result were not presented in consumer's consumption propensity in regards to rational/emotional response. This means that it is invalid to state that consumer response differs for consumer propensity. Through result of experiment, a statement that media facade is a new media that has various possibility as advertisement mediator had been proved. Especially, as it shows that positive effect exists regardless of consumer's consumption propensity, use of media facade as marketing means is reasonable for firm in order to increase satisfaction of consumer and brand value.

• Korean Institute of Interior Design Journal
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• v.22 no.1
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• pp.247-255
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• 2013

In this study, the colors and characteristics of Gwangbok-ro of Busan were analyzed in the standpoint of local images based on the examination of the facade designs of stores along the road of Gwangbok-ro, Busan a main street with massive population flow. To that end, the facades of stores, correlation with the city, color and locality were examined, and after the status of facade designs in Gwangbok-ro were identified through case survey by it, color images were analyzed. For color analysis, Munsell color system was used as basic tool. As a result of examining the colors in Gwangbok-ro area, the following status could be analyzed on 3 attributes of hue, brightness and chroma: First, analysis results of hue indicated that dominant color that covers 70% or more of the area represented mid brightness and low chroma in GY(36.1%) series, subsidiary color which covers 25% or more of the area mid brightness and low chroma in YR(26.5%) series, and accent color that covers less than 5% of the area high brightness and low chroma of GY(40%) series. Second, in brightness analysis, dominant color mostly represented mid brightness, subsidiary color mid brightness and accent color high brightness respectively. In particular accent color showed more intensive crowding phenomenon in high brightness. Third, as for chroma, dominant color, subsidiary color and accent color all are gathered in low chroma, however in small number of accent colors, peculiar high chroma appeared notable. In conclusion, the colors of Gwangbok-ro area analyzed based on the facade design of the stores along the road in this study were superficial colors that reflect the life of people in the area, artificial colors by improvement of the local environment. This study is meaningful in that the image of Gwangbok-ro was found through building colors in one part of the city Busan. It is judged that the study results would become useful as reference document in planning out environment colors later on.

• Korean Institute of Interior Design Journal
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• v.23 no.1
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• pp.122-131
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• 2014

This study aimed to conduct an eye-tracking experiment carried with facade images as a medium and to do research on 'the interest of the eyes' resulted from people's gazing phenomena. This study secured gazing data which appeared according to visual response and analyzed gazing phenomena to find the basic theory of 'the interest of the eyes' as a methodological role, which consumer interest and attention could be grafted when a plan and a design for space design was made. Data terms used in eye-tracking backgrounds and the movement of the eyes were investigated in literature review. Twenty (20) facade images were selected through a case study to get experimental stimuli for the related experiment. Thirty (30) subjects (men and women) suitable for the experiment were recruited to conduct an eye-tracking experiment. After the experiment, five (5) areas were set up in the facade image to identify the focus level of interest and attention. The level of interest and focus was connected to the interest of the eyes. The analysis to study the interest of the eyes was based on nine (9) items such as sequence, entry time, dwell time, hit ratio, revisits, revisitors, average fixation, first fixation and fixation count. Through gaze analysis, the following conclusion was drawn about the 'interest level of sight' for gaze frequency. The interest level can be interpreted to be higher for faster sequence, shorter entry time, longer all fixation(ms) for dwell time, faster all saccade(%), higher hit ratio, more revisits, more revisitors, longer average fixation, faster and longer first fixation, and more fixation count, and the person can be said to have felt interest faster and/or more.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.15 no.11
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• pp.6478-6483
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• 2014

Media facades project images on the external walls of a building as a screen. Such facades can recover the cultural emotions of users tired of a high level of market competition in urban spaces and develop into urban aesthetics and be reinterpreted as an image design as the city becomes a topic as well as the target projected. From a cultural perspective, the artistic possibility and strengthening of publicness of media facades are discussed. One of the considerations is that it should be the medium communicating with the building or surrounding of the projected target. Urban landscape media facades, such as 2014 Gwanghwamun media facade, 2014 Sejong Center for the Performing Arts media facade and 2013 Namsan media facade were compared and analyzed. As a result, four types of image design components could be derived such as motifs, concepts, stories and projection types. Media facade, which is establishing itself as a new technological genre beyond canvas and theater screens, should contain messages, themes and technological advances as a higher level of the urban symbolic art form in the future. This paper derived the components of image design through the comparative analysis of symbolic urban landscape media facade.

• International Journal of High-Rise Buildings
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• v.2 no.4
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• pp.345-354
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• 2013

This paper presents an advanced engineering technique using finite element analysis to improve structural silicone glazing (SSG) design in high-performance curtain wall systems for building facade. High wind pressures often result in bulky SSG aluminum extrusion profile dimensions. Architectural desire for aesthetically slender curtain wall sight-lines and reduction in aluminum usage led to optimization of structural silicone bite geometry for improved stress distribution through use of finite element analysis of the hyperelastic silicone models. This advanced design technique compared to traditional SSG design highlights differences in stress distribution contours in the silicone sealant. Simplified structural engineering per the traditional SSG design method lacks accurate forecasting of material and stress optimization, as shown in the advanced analysis and design. Full scale physical specimens were tested to verify design capacity in addition to correlate physical test results with the theoretical simulation to provide confidence of the model. This design technique will introduce significant engineering advancement to the curtain wall industry and building facade.

• Journal of the Regional Association of Architectural Institute of Korea
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• v.21 no.6
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• pp.119-128
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• 2019

The aim of this study is to examine the characteristics of facade expression designed by Kim. Han-sup, a key architect in the regional modern architecture movement in Gwang-ju and Jeonnam from the 1950's to 1960's. The study begins with the architectural background and thoughts of Kim. Han-sup through literature reviews and introduces an interview with Han. chong-un, a former college student and employee of Kim, which explains the aesthetic architecture that appeared in his design of facades that was reasonably applied to materials, technology, structure and function in line with the economically tough period in Korea. Furthermore, in order to investigate the characteristics of his facade expression, detailed analysis items will be derived from precedent studies. This study will attempt to conclude with statements that his aesthetic architecture can be defined as an emphasis on formative mass by contrasting between basic rectangular forms, implementation with detailed three-dimensional facade by extruding differently vertical and horizontal structural lines and with the pursuit of decoration through compartmental faces on his 12 representative architectural works.

• Korean Institute of Interior Design Journal
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• v.25 no.1
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• pp.81-92
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• 2016

Within green facades, the greening side of the wall is first recognized by people, leaving a visually lasting impression. As facades play a crucial factor in forming street image, their design can be considered most important. In modern days, 'patterns,' one of the popular elements of design, has developed into becoming a method of expressing architects' emotions or images as well as ways of seeking satisfaction. As opposed to recent overseas movement where patterned green facades have been widely utilized, the domestic trend still remains in outdoor green facades without patterns. This study, focusing on overseas patterned green facades, classifies the facade pattern's expressive methods into two greater parts, and four categories. Furthermore, among the elements and properties from Biophilic pattern guidelines, we specifically focus on 'Repetition Pattern,' which corresponds to 'Complexity & Order.' Biophilic design has the notion of pursuing an environment that aids modern people's comfort and well being. Providing information on patterned green facades that have largely gained popularity, this study also presents its aesthetic directions that may be applicable domestically in the future.

• Korean Institute of Interior Design Journal
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• v.19 no.5
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• pp.38-47
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• 2010

The purpose of this study is to examine the characteristics by design component elements of the facade in elementary school buildings after the 7th educational curriculum. This study choose twenty five elementary school as the subjects of the study. And among many elevations of building, an elevation that is alongside of the schoolyard is chosen because this elevation has the highest visual influence on passers-by. To begin with, this elevation is divided into the roof and the surface of a wall, The roof is divided into roof styles, existence of roof and materials. The surface of a wall is divided into design principles(balance, contrast, rhythm), the formal organization(basic elements and form, and transformation of form), the ornamental composition, materials and colors. The results of the research are summarized as follows: First of all, motifs of classical architecture were well expressed in this period and postmodern tendency had been shown until 2005. After Build Transfer Lease(BTL), however, tendency of classical architecture, contrast by the size of the form and base element by point disappeared. Instead, asymmetrical and flat tendency is expressed. Also, emphasized design of the building elevation appear by basic colors of Munsell, not motifs of classical architecture.

• KIEAE Journal
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• v.16 no.3
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• pp.35-46
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• 2016

Purpose: This paper aims to analyse the composition system of architectural elements including shape, kinetic and material elements of kinetic facades and establish the design parameter system as a common conceptual and practical knowledge sharing platform with mechanical and electrical experts. Method: This research has been conducted in a three steps. At first, 120 cases of external shading devices are analyzed and their classification criteria have been established. Secondly geometric, kinetic and material elements are categorized in a common kinetic facade coordinates system considering environmental effects and operation method, and the applicability of combination of each element are tested. Lastly core design parameters for each element have been established in a common office building installation coordinate. Result: Geometry elements are categorized into seven geometric shapes and kinetic elements is categorized into basic linear and rotational motion and combinational folding and rolling motion. The combined set of parameters for three elements composes the whole design parameters for architectural elements of kinetic façade. Design parameters of shape elements are composed of shape, installation and arrangement parameters; design parameters for kinetic elements are composed of axis and range parameters; and design parameters of material elements are composed of thermal, lighting and color parameters.

• Proceedings of the Korean Society of Precision Engineering Conference
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• 2012.05a
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• pp.233-234
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• 2012