효과적인 커뮤니케이션을 위한 수용자의 만족요인 추출에 관한 연구

Abstract

본 연구논문은 다양하고 새로운 미디어의 등장과 발전 속에서 프레젠테이션이 커뮤니케이션 수단으로서 갖는 의미와 그것을 구성하는 시각 요소의 특징을 살펴보고 수용자를 이해시키고 설득하는데 어떠한 영향을 미치는가와 수용자의 선호도를 조사하고 그에 따른 메시지의 전달 효과를 높일 수 있는 것이 무엇인지 알아보고자 하였다. 현대의 비즈니스에서 프레젠테이션은 홍보와 정보전달의 수단으로서 없어서는 안 되는 중요한 커뮤니케이션으로 개인 PR에서부터 기업홍보, 사업투자, 정보부서에 이르기까지 각계각층에서 언제, 어디서나, 누구에 의해서든 다양하게 이루어지고 있다. 과거의 일방적인 커뮤니케이션에서 쌍방향 커뮤니케이션으로 변화하였으며 다양한 멀티미디어 요소와 기술력의 조화로 시각과 청각에 호소하는 전달방법은 제한된 시간에 수용자들에게 이해와 공감을 이끌어내는 하나의 예술적 커뮤니케이션의 형태로 발전하고 있다. 또한 파워포인트, 키노트, 플래쉬 등의 멀티미디어 제작 프로그램을 활용한 인터랙티브 프레젠테이션으로의 변화는 잘 짜여진 내용구성과 함께 시각 커뮤니케이션(Visual Communication)에 관한 이해와 지식을 기초로 한 시각적 표현능력을 요구하고 있다. 이러한 비주얼 프레젠테이션에서 어떤 표현방법과 어떤 시각요소가 수용자에게 더 많은 흥미와 관심을 일으키며 설득을 이끌어내는가를 조사하고자 하였다. 먼저 각 표현 요소의 특징과 원리를 먼저 고찰한 후 실제로 시행되었던 프레젠테이션의 사례를 중심으로 설문지를 작성한 후 그를 통한 설문분석을 통하여 그 데이터를 정리하였다. 본 연구의 결론은 프레젠테이션 디자인에서 효과적인 커뮤니케이션을 위한 수용자의 만족요인으로 창의적인 레이아웃 구성과 일관성 있는 색상, 가독성이 높은 타이포그래피, 이미지의 적극적 활용 그리고 사운드나 애니메이션 등의 효과는 분위기 전환 등으로만 표현한 디자인이 가장 효과가 높은 것으로 나타났다. 효과적인 프레젠테이션, 성공적인 커뮤니케이션을 이끌어 내기 위해 제작자는 수용자의 입장과 성격을 정확히 파악하고 전달하고자 하는 내용을 먼저 구성한 후 시각요소를 단순하고 일관성, 창의성이 있는 디자인을 위해 활용되어야 한다.|The objective of this study is to observe the significance of the presentation as the communication means in the visibility and advancement of diverse new media and characteristics of its visual elements, analyze how they enlighten and persuade the audience and alter the preferences of the audience, and determine what are the factors to increase the message delivery effectiveness through it. In modern business, a presentation is an essential communication tool as a mean of PR and information delivery. From personal PR to corporate PR, business investment and information department, a presentation is performed by anyone anywhere and anytime. From the one way communication in the past, it has now evolved into an interactive communication. Delivering the message using various multimedia tools and technique is advancing into a form of artful communication to persuade the audience through visual and audio effects within a limited time. Moreover, the change to interactive presentation using multimedia production programs such as Powerpoint, Keynote, and Flash requires a visual presentation ability based on the understanding and knowledge of well organized contents and visual communication. This paper intends to study which presentation method and visual elements lead to the persuasion of the audience by inducing their interest and attention. First, the characteristics and principles of each presentation element were considered, and a survey was prepared with actually performed presentation cases. The survey results were then analyzed. The conclusion of this study is that the satisfaction factors of the presentation design for effective communication were creative layout, consistent colors, highly legible typography, active use of images, sound, and animation. Of these, the design of the delivery was the most effective for the change of atmosphere. For an effective presentation and a successful communication, a producer must accurately understand the position and characteristics of the audience and organize the contents accordingly. Then, the visual elements must be used for a simple, consistent and creative design.; The objective of this study is to observe the significance of the presentation as the communication means in the visibility and advancement of diverse new media and characteristics of its visual elements, analyze how they enlighten and persuade the audience and alter the preferences of the audience, and determine what are the factors to increase the message delivery effectiveness through it. In modern business, a presentation is an essential communication tool as a mean of PR and information delivery. From personal PR to corporate PR, business investment and information department, a presentation is performed by anyone anywhere and anytime. From the one way communication in the past, it has now evolved into an interactive communication. Delivering the message using various multimedia tools and technique is advancing into a form of artful communication to persuade the audience through visual and audio effects within a limited time. Moreover, the change to interactive presentation using multimedia production programs such as Powerpoint, Keynote, and Flash requires a visual presentation ability based on the understanding and knowledge of well organized contents and visual communication. This paper intends to study which presentation method and visual elements lead to the persuasion of the audience by inducing their interest and attention. First, the characteristics and principles of each presentation element were considered, and a survey was prepared with actually performed presentation cases. The survey results were then analyzed. The conclusion of this study is that the satisfaction factors of the presentation design for effective communication were creative layout, consistent colors, highly legible typography, active use of images, sound, and animation. Of these, the design of the delivery was the most effective for the change of atmosphere. For an effective presentation and a successful communication, a producer must accurately understand the position and characteristics of the audience and organize the contents accordingly. Then, the visual elements must be used for a simple, consistent and creative design.