[논문]기업이미지에 대한 환경친화적 CI 비쥬얼 디자인의 효과

나광진; 박혜상; 권민택

기업이미지에 대한 환경친화적 CI 비쥬얼 디자인의 효과
The Effect of Green-oriented CI Visual Design on Corporate Image 원문보기

나광진 (브루넬 대학교 디자인공학부) , 박혜상 (브루넬 대학교 디자인공학부) , 권민택 (전북대학교 경영학부)

The purpose of this research was to identify the difference between expected and actual corporate image in the market and to verify the possibility of green-oriented corporate identity (CI) visual design as a useful method for communicating with consumers. In addition, this research suggests how green-oriented CI visual design can effectively convey corporate image to consumers. The methods of research used to achieve this aim were case studies and questionnaire surveys. In regard to the results, the difference between consumers'perceived favourable corporate image and companies' expectation about corporate image was found. Moreover, the results show that green-oriented visual identity (VI) design can improve corporate image. In turn, the gap between the expected and actual perception of corporate image can be decreased through green-oriented design. Based on these results, a method of effective development for green-oriented VI design is recommended.

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문제 정의

Therefore, the goal of this research is to identify these problems by exploring the difference between expected and actual corporate image in the market, and verifying the possibility of green-oriented CI visual design as a useful method for communicating with consumers. Finally, this research suggests how to effectively use green-oriented CI visual design to convey corporate image to consumers.
The purpose of this study is to find the gap between expected corporate image and actual corporate image in the market. Two times of surveys were conducted to investigate the perception of consumers and companies about corporate images.
To summarize, despite the growth in the importance of corporate image, many companies have experienced problems in creating a positive image and delivering it to the market. Therefore, the goal of this research is to identify these problems by exploring the difference between expected and actual corporate image in the market, and verifying the possibility of green-oriented CI visual design as a useful method for communicating with consumers. Finally, this research suggests how to effectively use green-oriented CI visual design to convey corporate image to consumers.
Further research is necessary to test which element have a stronger influence upon corporate performance than other elements by comparing the weight of importance of VI elements. These research will help us to know which parts and elements have to be pay attention to in order to manage corporate CI effectively.
This study focused upon VI element design strategy and verified that green-oriented VI design can decrease the gap between expected and actual image of company in the market.
This study presents a set of findings that contribute to making favourable corporate image focused on green-oriented VI design. It also has limitations that suggest areas for further research.

가설 설정

2) A complete design concept will result in a long-lasting cumulative effect.
The perception of the quality of the products was measured on a seven-point scale (1 = do not agree at all, 7 = strongly agree) of the degree to which consumers think 1) the quality of the products of the company is good, and 2) the quality of the products of the company is better than the quality of the products of other companies.
③ Do Consumers perceive VI elements designs of Korean companies as green-oriented designs?

제안 방법

Further research is necessary to test which element have a stronger influence upon corporate performance than other elements by comparing the weight of importance of VI elements.
In order to verify the gap between companies’ expected perception and consumers’ perception about corporate image, each 3 questions were averaged and used as companies’ expected perception and consumers’ perception about corporate image, then the difference between companies’ expected perception and consumers’ perception about corporate image was tested by T- test (see Table 1 & 2).
This research is composed of three studies. In study 1, two types of surveys were conducted in order to investigate the differences between the perception of consumers and companies regarding corporate image. In study 2, a survey was conducted to investigate not only the relationship between companies’environmental and favourable images, but also the consumers’perception of the VI design of Korean companies.
In study 2, a survey was conducted to investigate not only the relationship between companies’environmental and favourable images, but also the consumers’perception of the VI design of Korean companies.
The purpose of study 2 was to find the relationship between environmental and favourable image of companies (verifying the effect of companies’ environmental image on companies favourable image) and to investigate the status of consumers’ perception about VI elements design of Korean companies.
The purpose of study 3 is to verify if the successful green-oriented VI design can decrease the gap between the expected corporate image (company’s perception) and the actual corporate image (consumers’ perception).
The purpose of this study is to identify the problems with conveying corporate image to consumers, and to provide companies with effective VI design strategies to reduce the difference between the perception of companies (expected level) and consumers (actual level) regarding corporate image. This is achieved through investigating the effect of green-oriented VI design on corporate image, analysing the VI design of Korean companies, and the VI strategies of global companies that carry out eco-friendly management.
For example, various symbols in an oval shape can create different images according to the ratio of the long axis and short axis, the angle, the applied colour and construction method. Therefore, it is necessary to analyse the formative elements of VI design, perform in-depth image investigation on the public and experts, and identify the correlation between formative elements of VI design and eco-friendly image. It is expected that this research will help the VI green image design and selection process.
To explore the relationship between a company’s eco-friendly image and favourable image, this study verified the discrepancy between two variable’s values which was summated and averaged (see Table 3&4).
To test the relationship between the perception of VI element design and company’s outcomes such as the perception as an eco-friendly company, company’s preference and the quality of a company’s product, correlation analysis was run.

대상 데이터

The sample selected for study constituted 240 undergraduate students from a Korean university. They were randomly assigned to one of the four different questionnaires (60 respondents in each questionnaire).
The sample selected for study was 250 undergraduate students from a Korean university. In terms of the demographic distribution of the respondents, 65% were male and 35% were female, and the mean age was 23.

성능/효과

As the results of the T-test concerned with the difference between companies’ expected perception and consumers’ perception about corporate image, there were significant differences between companies’ expected perception and consumers’ perception about corporate image in three companies (see Table 2).
Therefore, it is very important for a company to find an effective tool which can increase the favourable corporate image up to the level which the company pursues. As the results of this study show, making the eco-friendly corporate image can improve the favourable corporate image and it can fill up the difference between pursued and actual corporate image. In addition, to build up the eco-friendly image, green-oriented VI elements (symbol, logo, colour, slogan, and brand) design can be a useful tool.
Finally, it is not secret that colours directly affect consumers’ mood and emotions which means colours has a strong impact on consumers’ perception. Based on the result of this research, the colours which can form the eco-friendly image were green and blue. It could be the easiest method for companies to make both eco-friendly image and favourable image using these colours.
In this study the effects of VI elements design was investigated focusing upon consumers’ points of view only, such as company preference or product quality perception.
The results show that Pearson correlation value between eco-friendly image and favourable image was significantly high (person correlation value=.989, p<.001).
In other words, green-oriented VI design can increase the perception of eco-friendly company, company’s preference, and the quality of a company’s products. Therefore, it can be concluded that the green-oriented VI design can improve the corporate image, in turn, the gap between the expected and actual perception of corporate image can be decreased by the green-oriented design.

후속연구

Therefore, it is necessary to analyse the formative elements of VI design, perform in-depth image investigation on the public and experts, and identify the correlation between formative elements of VI design and eco-friendly image. It is expected that this research will help the VI green image design and selection process.

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한국감성과학회 : 저널
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Korea Open Access Journals : 저널

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기업이미지에 대한 환경친화적 CI 비쥬얼 디자인의 효과
The Effect of Green-oriented CI Visual Design on Corporate Image 원문보기

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