| 요약2 |
In modern society, consumers with new consumption awareness give more value to the quality and value of brand than the product itself, according to their sense of value and way of thinking. Of these, the jewelry industry has proposed various space productions and design methods as marketing tools through implementing brand identity, However, clear methodological frame has not been established yet. Therefore, this research, based on the expressive elements of brand identity, purports to survey the case of brand jewelry shop where space design was applied and to observe what impression it gives and how it is recognized by performing image evaluation using Semantic Different Method. As a result, it is evaluated that new image toward space image of brand jewelry show was positive in preference evaluation and it is found through Semantic Different Method that human emotional factors and openness gave significant effect on the preference evaluation. Based on these findings, the characteristics and expression method of future brand jewelry shop will include the unique design highlighting locational attributes, a building that exists various spatial programs beside shopping culture, three-dimensional mass type with formative nature, awareness of facade, general architectural expressivity and expression of symbolic value such as discriminability, using natural property of raw materials for expression of openness, installation of exterior lighting to stimulate the consumer's sensibility and expression method of metaphorical symbolism of constructional objet. Thus, based on the application of brand identity in spatial design of brand jewelry shop, new methodology can be proposed. |