플랫디자인 적용에 따른 웹사이트 감성 효과 연구

A Study on the Effects of Emotions on Websites according to the Application of Flat Design

There is no denying that a general trend in modern times is emotional society. Experts say that emotion and online are the keywords of third distribution revolution following department stores and large discount stores. Emotion-based marketing focuses on individual emotional codes rather than tangible product values and induces consumers to react to the emotion value offers conveyed through individual experiences or intangible images in order to stimulate their purchases. The user interface(UI) environment is rapidly changing with flat design and UI attracting attention because users have this basic desire to meet their innate emotions fully in a simple environment instead of complex digital environment and take interest in maximum usability rather than familiarity, being accustomed with digital experiences. This study analyzed the linguistic image scales for color arrangements at the subject shopping mall websites for the analysis of emotional factors applied to shopping mall websites where flat design had become universal. As a result, the color arrangements tended to be modern, comfortable, and emotional. While those in their twenties or thirties preferred colors and graphic images, those in their forties preferred typography and layouts, which shows different concentrations of preference for emotional factors of flat design according to age. Male users concentrated on graphic images and layouts, whereas their female counterparts preferred colors and graphic images. The study made an attempt at developing a user emotion-based shopping mall website by analyzing the emotional factors of flat design applied to shopping mall websites. Shopping malls will be able to develop a website that can meet emotional needs while bringing spiritual and psychological satisfaction by applying the elements of emotional design effectively. Emotion-based UI technology for websites will continue to develop, meeting the emotional needs of consumers further by recognizing and reproducing the biometric data and five-sense information of future users.