• Korean Institute of Interior Design Journal
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• v.22 no.4
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• pp.70-77
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• 2013

This study has analysed the composition elements in a cafe space where visual transfer-elements are filled and the perceptual characteristics of facade designs with the purpose of drawing any important elements to advertisement and their related items for uniqueness of designs. For the analysis of the perception process shown in the consecutive situations of observing and visiting cafes, the cafe facade was grouped and stereotyped for the analysis of perceptual characteristics and significant composition elements for better designing of cafes through survey with representative facades as subjects. The conclusions from this study are the followings. First, for the uniqueness specific to cafes to be integrated into facade, memory was chosen first as the most significant advertisement factor followed by interest as with male and attention as with female. The memory has much to do with furniture and finishing material of Clause (4), Chapter 4.1 and the types having effects on perception of Clause (1) and the atmosphere having effect on that of Clause (2) were found to be major factors to attention and interest. Second, it was found out that women preferred horizontally stable partition and men clearly divided facades. The factor of shape was observed first among the constituents of facade followed by color. There was no difference with 'shape' between men and women and color was found to be a space constituent having a lot of effects on women. Third, the memory of experience from visiting a cafe was very likely to offer the motivation of visiting it again, on which furniture had the most effect followed by finishing material and color. Such elevation elements as facade and logo were found not to have effect on the memory or the re-visit. Any intention of visiting again seemed to be influenced by such comprehensive images as atmosphere rather than by any concrete facade, furniture, or appliance. From the above viewpoint, facade design should have any uniqueness or impressive feature as well as the effect of making passers-by drop in and attracting them into the shop. The analysis of attributes of facade constituents revealed that the abstract images in addition to the configuration of facade had much to do with interest or behavior.