앰비언트형 공공디자인의 메시지 수용과 부담 요인에 관한 연구

초록

This study explores how ambient public design—visual elements that users repeatedly encounter in urban environments without intentional attention—can be structurally interpreted in terms of message acceptance and perceived burden. Drawing on theories of public design, environmental communication, incidental exposure, processing fluency, persuasion knowledge, and visual clutter, the study proposes a conceptual model consisting of exposure structure, message processing, and outcome factors. The research adopts an exploratory approach combining case analysis and expert-based evaluation. Four cases of public design were selected from everyday urban contexts and analyzed in terms of visual composition, information structure, and environmental context. Each case was evaluated using an H/M/L relative scale based on expert assessment across key variables such as non-forced exposure, repetition, visual complexity, processing fluency, peripheral recognizability, and non-recognition risk. The findings suggest that public design characterized by non-forced and repetitive exposure, high processing fluency, and strong peripheral recognizability tends to exhibit structurally favorable conditions for message acceptance. In contrast, environments with excessive information density and visual complexity are interpreted as having a higher likelihood of reduced processing fluency, increased non-recognition risk, and elevated perceived burden. This study highlights the dual nature of ambient public design, indicating that while it has structural advantages for message acceptance, its effectiveness is highly dependent on the management of visual complexity. The findings suggest that public design should be understood as an environmental communication system, and that design strategies should prioritize non-forced exposure, processing fluency, peripheral recognizability, and visual stability.

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