지식기반 정보기술의 비약적 발전으로 오늘날 소비 패턴은 제품의 가격이나 기능만이 아니라, 품질을 중요시하는 질적(Quality)추구 형태로 변화하고 있다. 과거 대량생산?대량판매에 치중했던 기업구조는 고객의 감성에 맞는 마케팅 전략으로 선회하고 있으며, 이제 기업은 고객 개개인의 다양한 취향을 만족시키기 위해 끊임없이 노력해야 하는 무한경쟁의 시대를 살고 있다. 특히 디지털 미디어의 꾸준한 발전으로 실제 소비공간이 가상공간으로 이동하면서, 전 세계 시장을 대상으로 글로벌(global)한 판매경쟁을 벌여 나가야 하며 여기에서 주도권을 갖는 제품경쟁력의 관권은 개별 소비자의 기호에 맞는 독창적이고 정서적 커뮤니케이션이 가능한 사용자 중심 디자인을 추구하는 것이다.
Modern consumers prefer to choose the product of expressing their emotional orientation rather than to consider the price and functions of products. Businesses make every efforts to satisfy the peculiar demands of each consumer with a variety of tastes in an unlimited competitive environment. So in the digital era, product designers are studying and developing not only in aspect of functional components but also in aspect of emotional design to understand customers' needs being diversifying from interactive communication. With these efforts, the field of emotional design has been studied to reflect user's emotional needs on design of products by focusing a user's psychology and emotional codes. This study examines the scope of research on the emotional design focusing on the view communication. For this purpose, we studied about the background and meaning of emotional design research. Specially, it is proposed the model of emotional design's research area in this study. The research model is divided into three scopes. The first area is to understand audience of digital media. The second area is to understand a special things of networked space. The third is to understand characters of human's emotional dimension. In the future, the design strategy should be pursued in accordance with a variety of consumer's tastes with aesthetics and emotional communication.
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