| Title |
A Study on the Characteristics of Emotional Expression in Digital Signage - Focusing on Company Exhibition Halls in the Metropolitan Area - |
| Authors |
노이경(Noh, Yi-Kyung) ; 황연숙(Hwang Yeon-Sook) |
| DOI |
http://dx.doi.org/10.14774/JKIID.2018.27.6.049 |
| Keywords |
Company Exhibition Halls ; Digital Signage ; Emotion |
| Abstract |
Digital signage is increasingly used because it is convenient to transmit information and interactive communication. In particular, in the case of company exhibition halls, digital signage is actively utilized for reasons of future-oriented images and effective communication pursued by companies. In addition, the influence of 'emotion' is increasing in digital space and emotional elements are mentioned as essential elements in exhibition space. In this study, we analyzed the characteristics of emotional factors in digital signage of company exhibition halls. The research scope was selected as five company exhibition halls located in the metropolitan area, which was opened or reopened within five years. The results of the study showed that the emotional element expression characteristics in digital signage were sensibility, symbolism, flexibility, sequence, and interactivity. Case studies showed that sensibility, sequence, interactivity, symbolism, and flexibility were higher. First, the sensibility was high in all cases, but it was found that it relied only on a few specific senses such as tactile, visual, and hearing. Second, the symbolism was low and the scale factor was frequently used as the symbolism factor. Third, the flexibility was the lowest, and no other characteristics were found except for one case. Fourth, the sequence was high, and we were planning various time-changes using a single scene or a split of scenes. Fifth, the interaction was also high. In most cases, interactions using tactile sensations, one of the sensory elements, were induced, and instantaneousness also accounted for a high proportion. |