주택문화관의 브랜드 아이덴티티 표현특성에 관한 연구

Abstract

인간행동의 원동력으로서 존재하는 욕구는 인간의 사회생활에서 행동을 결정하는 중요한 요소가 되며, 그 충족도 여하가 정신위생을 좌우하도록 하는 큰 역할을 한다. 이러한 욕구에 반응한 브랜드는 일종의 대리만족의 매개체로서 인간에게 상징적인 가치로 형성되었으며, 만족도 여부와 브랜드 인지도 기반에 영향을 미쳤다. 이를 통해 브랜드와 인간의 상호접점관계를 이끌어내는 브랜드 아이덴티티의 구축이 인간의 욕구충족에 입각하여 세계적으로 중요한 역할로 작용되고 있다. 최근 인간과 브랜드의 교류공간인 주택문화관에서는 복합문화공간으로서 고유의 브랜드 특성과 전문적인 문화·예술 공간이 융합되어 인간의 만족을 위한 브랜드 아이덴티티 구축에 총력을 기울이고 있다. 그러나 이전 모델하우스의 이미지 때문에 이용대상을 확대하여 운영되고 있음에도 불구하고 입주민을 제외한 일반인의 이용률이 매우 저조한 실정이다. 주택문화관이 복합문화공간으로 거듭날 수 있도록 브랜드 아이덴티티 특성을 파악하고 더 적극적으로 개발할 필요성이 있다. 이에 본 연구는 브랜드 아이덴티티 표현특성을 바탕으로 주택문화관의 공간특성을 분석하여, 아이덴티티 확립과 발전 방안을 제시하는데 그 목적이 있다.

본 연구에서는 브랜드와 인간과의 관계성 형성에 가장 기초가 되는 브랜드 아이덴티티 표현특성의 도출을 위하여 선행연구별로 분류된 표현 요소의 내용과 주택문화관에 적용하였을 때 요구되는 브랜드와 사용자의 측면을 고려하여 조사도구를 작성하였으며, 현장방문을 통한 사례조사로 진행되었다. 사례분석을 위한 주택문화관의 공간구성은 사용자를 중심으로 공간을 구분하여 조사하였으며, 조사대상은 2007년 이후 준공되어진 주택문화관을 복합문화공간으로 운영되는 곳으로 한정하여 총 5곳을 대상으로 2011년 4월 3일부터 5월 18일까지 현장 방문하여 사례조사를 실시하였다.

본 연구의 연구결과를 요약하면 다음과 같다.

브랜드 아이덴티티 표현특성을 중심으로 주택문화관의 공간평가 체크리스트를 종합하여 전체적인 적용률을 분석한 결과 고유성> 심미성> 경험성> 관계성> 기능성> 비일상성 순서로 나타났다. 이는 전체적인 공간에서 브랜드의 고유한 속성의 활용이 높다는 것을 의미한다. 반면, 인지형성에 영향을 미치는 인간의 자극 욕구 영역과 새로운 표현전략으로 확보할 수 있는 영역이 미흡하다는 결과로 해석된다.

브랜드 아이덴티티 표현특성 가운데 고유성의 표현은 기업 및 브랜드가 내재하고 있는 기본 철학을 브랜드 네임 및 로고, 색상 등에 반영하여 브랜드 연상 작용을 자연스럽게 확보하고 있었다. 로고와 네임을 이용한 직접적으로 표현과 브랜드 색상으로 낯설지 않은 환경과 디자인적으로 재해석한 상징적인 고유성이 표현되었다. 브랜드의 고유한 속성의 지속적인 유지를 위해 고려되어야 할 항목이라 판단된다.

브랜드 아이덴티티 표현특성 가운데 경험성의 표현은 대체적으로 인간의 감각과 감성을 자극하는 디자인으로 많이 표현되었다. 자연적 요소와 사용자의 피로를 덜어 줄 수 있는 배경 음악의 도입과 청각적인 경험을 병행한 감성적 경험이 이루어졌다. 촉각과 후각, 미각으로 표현되는 감성적 경험의 표현경향이 미흡하였는데, 기억과 만족도 영역과 밀접한 연관이 있는 감성영역을 고려한 환경을 적극적으로 제공하여 감성적 경험을 유발하는 계획이 이루어져야 할 것이라고 판단된다.

브랜드 아이덴티티 표현특성 가운데 관계성의 표현은 타인과의 상호작용을 유도하여 브랜드와 인간과의 관계를 형성시켜 주었다. 외부 휴식공간에서 관계성을 위한 표현이 부족하여 인근 주민과의 상호 교류가 미흡하였다. 인위적인 동선이나 미적인 외관만으로 참여 유도를 계획할 것이 아니라, 인근주민을 위한 휴식 공간 및 커뮤니케이션 환경을 제공하여 상호 교류를 유도하는 것이 바람직하다고 사료된다.

브랜드 아이덴티티 표현특성 가운데 심미성의 표현은 각 공간의 특성에 따라 색상, 형태, 이미지, 재질, 자연적인 요소 등 그 경향이 다양하게 나타났다. 특히 외관은 심미적인 표현이 가장 많이 나타났으며, 반복적인 디자인 표현과 조명을 병행한 연출이 많이 표현되었고 자연적인 표현의 제공이 미흡하였다. 브랜드와 인간의 유대를 증진시키기 위해 미적으로 사용자의 만족도를 높이는 환경이 필요하다고 판단된다. 브랜드 아이덴티티 표현특성 가운데 기능성의 표현은 전시공간에서 많은 표현이 이루어졌으며, 대체적으로 미흡하였다. 전시공간에서의 높은 활용도는 대부분 미래공간에 대한 정보제공으로 첨단기술과의 융합과 동선의 편리함으로 원활한 공간경험의 표현이 이루어졌다. 기능성의 미흡함은 적은 효과를 보이는 기능적 요소를 배제하여 다른 요소들을 유도하는 부분으로써 공간구성이나 계획에 중요한 특성으로 고려되는 항목이라 판단된다.

브랜드 아이덴티티 표현특성 가운데 비일상성의 표현은 전시공간에서 가장 많이 표현되었으며, 공간의 상반되는 대비효과와 리듬감 있는 공간변화로 인하여 시각적인 놀라움이 표현되었다. 전시공간을 제외한 공간에서는 대체적으로 미흡하게 표현되었다. 기억과 연상과정의 형성과 다양한 공간경험을 제공해주는 적극적인 비일상성의 표현특성의 도입이 필요하다고 사료된다.

본 연구를 통해 브랜드 아이덴티티 표현특성 고유성, 경험성, 관계성, 심미성, 기능성, 비일상성이 현재 주택문화관의 공간에서 인간의 욕구 영역에 영향을 미치는 전략으로서의 가능성을 알 수 있었다. 주택문화관이 과거의 이미지를 벗어나 복합문화공간으로서의 전환점을 갖고 사용자과 브랜드의 상호 보완된 장소가 될 수 있도록 브랜드 아이덴티티 표현특성을 전략적으로 고려하여 디자인 되어야 할 것이다.| Human desire that existed as the driving force of human behavior was an important factor which decided human behavior in social life and the level of satisfaction played a role of affecting mental health. The brand responding to this human desire was formed as symbolical value to human as a kind of a medium of vicarious satisfaction and influenced the level of satisfaction and the foothold of brand awareness. The establishment of brand identity which drew the mutual contact relationship between brand and human played an important role throughout the world based on the satisfaction of human desire through this. Recently, all one's own energy had been devoted to establish brand identity needed for human satisfaction as its own unique brand characteristics as a complex cultural space and special culture · arts space were combined at a housing cultural center, an interaction space between human and brand. But, the utilization rate of the general public except residents was quite low due to images of previous model houses although user objects were extended to manage. Viewpoints about a housing cultural center should be changed as a complex cultural space. On the other hand, there was a need that brand should make users recognize a complex cultural space as brand identity through the spacial environment in a housing cultural center. On this, this study analyzed spacial characteristics of housing cultural centers based on expression characteristics of brand identity which reflected psychological sides of human to suggest plans for identity establishment and development. This study made research tools considering sides of brand and users required when contents of expression elements classified by the previous study were applied to the housing cultural center to draw expression characteristics of brand identity which became the most fundamental basis in forming the relationship between brand and human. This study reviewed spatial characteristics according to the area ratio of the housing cultural center by the space and then conducted a case research through the site visit. The space construction of housing cultural centers for case analysis was divided into spaces with users as its center to investigate. This study conducted a case research through the site visit for a total of 5 places among housing cultural centers completed after 2007 and managed as a complex cultural space between April 3 and May 18, 2011. Results of this study were summarized as follows. As a result that the whole application rate was analyzed by putting together checklists of space evaluations on housing cultural centers centered on expression characteristics of brand identity, uniqueness, aesthetics, experience, relationship, functionality, and non-dailiness were appeared in order. This meaned that the application of brand's own unique attributes was high in the whole space. On the other hand It could be explained that desire area of human stimulation which exerted affect on forming recognition and an area which could be secured as new expression strategy were insufficient. The expression of uniqueness among expression characteristics of brand identity reflected a basic philosophy which a corporation and brand inhered in a name, a logo, and colors to stimulate associations of brand very naturally. Symbolical uniqueness was reinterpreted as the familiar environment and design. with expression that a logo and a name were directly used and brand color to be expressed. These were items which should be considered to maintain brand's own unique attributes continuously. The expression of experience among expression characteristics of brand identity was largely expressed as a design which stimulated human senses and sensitivity. Nature and background music which could ease all the fatigue of users were introduced and sensitive experience in parallel with auditory experience was made. But, expression tendency of sensitive experience expressed as taste was insufficient. Therefore, the planning which could induce sensitive experience should be made by actively providing the environment which considered the sensitivity area closely connected with the area of memory and satisfaction level. The expression of relationship among expression characteristics of brand identity formed the relation between brand and human by leading the interaction with others. There was insufficient mutual exchange with nearby residents because the expression for the relationship was poor at the external resting space. It seemed that it was desirable not to lead the participation through only the artificial flow of the movement or aesthetic appearance but to lead mutual exchange by providing a resting place and a communication environment for nearby residents. The aesthetic expression among expression characteristics of brand identity was appeared in various ways such as colors, a shape, an image, material quality, and natural elements according to characteristics of each space. Especially, esthetic expression was showed the most, and direction in parallel with design expression and lighting were appeared more in relation to the external appearance. But, the provision of natural expression was insufficient. It was judged that the environment which aesthetically heightened the satisfaction level of users was necessary to improve ties between brand and human. The expression of functionality among expression characteristics of brand identity was made in the display space, but generally insufficient. The high application rate in the display space was made as an expression of smooth spacial experience through information provision for the future space, high-technology fusion, and convenience in a flow of human movement. Insufficiency of functionality was an item which was considered as an important characteristic in a space construction or planning as a part which leaded other elements by excluding functional elements which showed little effect. The expression of non-dailiness among expression characteristics of brand identity was showed the most in the display space and expressed as visual surprise due to contrast effects opposite to space and rhythmical space changes. It was insufficiently expressed on the whole in space except the display space. It seemed that it was necessary to introduce expression characteristics of active non-dailiness which provided the formation of memory and association process, and various space experience. This study found that expression characteristics of brand identity such as uniqueness, experience, relationship, aesthetics, functionality, and non-dailiness had the possibility as strategies which affected desire areas of human. Expression characteristics of brand identity should strategically be considered to design a housing cultural center so that a housing cultural center got out of previous images to have a turning point as a complex cultural space and then could be a place where users and brand were complementary.; Human desire that existed as the driving force of human behavior was an important factor which decided human behavior in social life and the level of satisfaction played a role of affecting mental health. The brand responding to this human desire was formed as symbolical value to human as a kind of a medium of vicarious satisfaction and influenced the level of satisfaction and the foothold of brand awareness. The establishment of brand identity which drew the mutual contact relationship between brand and human played an important role throughout the world based on the satisfaction of human desire through this. Recently, all one's own energy had been devoted to establish brand identity needed for human satisfaction as its own unique brand characteristics as a complex cultural space and special culture · arts space were combined at a housing cultural center, an interaction space between human and brand. But, the utilization rate of the general public except residents was quite low due to images of previous model houses although user objects were extended to manage. Viewpoints about a housing cultural center should be changed as a complex cultural space. On the other hand, there was a need that brand should make users recognize a complex cultural space as brand identity through the spacial environment in a housing cultural center. On this, this study analyzed spacial characteristics of housing cultural centers based on expression characteristics of brand identity which reflected psychological sides of human to suggest plans for identity establishment and development. This study made research tools considering sides of brand and users required when contents of expression elements classified by the previous study were applied to the housing cultural center to draw expression characteristics of brand identity which became the most fundamental basis in forming the relationship between brand and human. This study reviewed spatial characteristics according to the area ratio of the housing cultural center by the space and then conducted a case research through the site visit. The space construction of housing cultural centers for case analysis was divided into spaces with users as its center to investigate. This study conducted a case research through the site visit for a total of 5 places among housing cultural centers completed after 2007 and managed as a complex cultural space between April 3 and May 18, 2011. Results of this study were summarized as follows. As a result that the whole application rate was analyzed by putting together checklists of space evaluations on housing cultural centers centered on expression characteristics of brand identity, uniqueness, aesthetics, experience, relationship, functionality, and non-dailiness were appeared in order. This meaned that the application of brand's own unique attributes was high in the whole space. On the other hand It could be explained that desire area of human stimulation which exerted affect on forming recognition and an area which could be secured as new expression strategy were insufficient. The expression of uniqueness among expression characteristics of brand identity reflected a basic philosophy which a corporation and brand inhered in a name, a logo, and colors to stimulate associations of brand very naturally. Symbolical uniqueness was reinterpreted as the familiar environment and design. with expression that a logo and a name were directly used and brand color to be expressed. These were items which should be considered to maintain brand's own unique attributes continuously. The expression of experience among expression characteristics of brand identity was largely expressed as a design which stimulated human senses and sensitivity. Nature and background music which could ease all the fatigue of users were introduced and sensitive experience in parallel with auditory experience was made. But, expression tendency of sensitive experience expressed as taste was insufficient. Therefore, the planning which could induce sensitive experience should be made by actively providing the environment which considered the sensitivity area closely connected with the area of memory and satisfaction level. The expression of relationship among expression characteristics of brand identity formed the relation between brand and human by leading the interaction with others. There was insufficient mutual exchange with nearby residents because the expression for the relationship was poor at the external resting space. It seemed that it was desirable not to lead the participation through only the artificial flow of the movement or aesthetic appearance but to lead mutual exchange by providing a resting place and a communication environment for nearby residents. The aesthetic expression among expression characteristics of brand identity was appeared in various ways such as colors, a shape, an image, material quality, and natural elements according to characteristics of each space. Especially, esthetic expression was showed the most, and direction in parallel with design expression and lighting were appeared more in relation to the external appearance. But, the provision of natural expression was insufficient. It was judged that the environment which aesthetically heightened the satisfaction level of users was necessary to improve ties between brand and human. The expression of functionality among expression characteristics of brand identity was made in the display space, but generally insufficient. The high application rate in the display space was made as an expression of smooth spacial experience through information provision for the future space, high-technology fusion, and convenience in a flow of human movement. Insufficiency of functionality was an item which was considered as an important characteristic in a space construction or planning as a part which leaded other elements by excluding functional elements which showed little effect. The expression of non-dailiness among expression characteristics of brand identity was showed the most in the display space and expressed as visual surprise due to contrast effects opposite to space and rhythmical space changes. It was insufficiently expressed on the whole in space except the display space. It seemed that it was necessary to introduce expression characteristics of active non-dailiness which provided the formation of memory and association process, and various space experience. This study found that expression characteristics of brand identity such as uniqueness, experience, relationship, aesthetics, functionality, and non-dailiness had the possibility as strategies which affected desire areas of human. Expression characteristics of brand identity should strategically be considered to design a housing cultural center so that a housing cultural center got out of previous images to have a turning point as a complex cultural space and then could be a place where users and brand were complementary.