증강현실(AR) 디지털 사이니지 광고에 나타난 어포던스 디자인 특성 연구

초록

Due to the spread of Smart Phones and the progress of industry, Augmented Reality(AR) technology is experiencing explosive growth. Augmented Reality(AR), which is a field of Virtual Reality(VR), is a future technology that shows virtual information superimposed on real environment at a time. Augmented Reality technology is currently applied to various industrial fields, and research and development are actively performed. Among them, companies are actively using Augmented Reality technology in advertising field called flower of industry. The Augmented Reality digital signage advertisement that is able to reflect consumer’s needs than out of existing one-sided advertising method is becoming a new trend. Therefore, it is necessary to develop based on experiences and awareness of consumers in conjunction with the development of Augmented Reality digital signage advertising in modern society. The purpose of this study is to develop an advertising contents tailored to consumers’ needs in Augmented Reality digital signage advertisement and to maximize the brand advertisement effect of the company. Through the experience and awareness of consumers, understanding and consumption of Augmented Reality digital signage advertisement that tried to analyze the type of affinity design which can increase satisfaction. The purpose of this study is to investigate the concept of Augmented Reality and the types of Augmented Reality advertisement through a theoretical review. Applied to affordance design elements in the Augmented Reality digital signage advertisement through the characteristics of affordance design were derived. In the first theoretical consideration, four domestic cases of fixable AR digital signage advertisement and movable AR digital signage advertisement by the classification of Augmented Reality advertisement types. Two of the four domestic cases, were selected for fixable and another two domestic cases were selected for movable. In addition, I analyzed the characteristics of the resulting affordance design, including practical, cognitive, perceptual, and functional affordances. As a results, the movable AR digital signage advertisement has more elements of affordnace design than the fixable AR digital signage advertisement. and it has the affordance design elements that can be more easily accessible to consumers. The movable AR digital signage advertisement has executive affordance, which is consumer want to use AR digital siganage advertisement. it also has cognitive affordance that consumers perceive the use of Augmented Reality digital signage advertisement. However, fixable AR digital signage advertisement has no these two affordance elements. The fixable AR digital signage advertisement has perceptual affordance, which is consumers to understand the intent of an Augmented Reality digital signage advertisement. The functional affordance that consumers can easily learn how to use Augmented Reality digital signage advertisement can found all four cases because Augmented Reality technology is intuitively communicated to consumers. Therefore, as the bright prospects and the future, which is Augmented Reality digital signage advertisement field should be studied and developed based on characteristics of affordave design tha can quickly grasp consumers’ needs and approach consumers expecting immediate experiences and responses do. Also, it is necessary to continuously develop Augmented Reality digital signage and contents to satisfy consumers’ experiences and perceptions.

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