Visual연상언어를 이용한 아이디어 발상에 관한 연구

Abstract

Today, we are coming in contact with various design works through numerous visual mass media. Visual designs consists of visual languages which express intentions and purposes in various ways, and in order for certain designs to attract people's attention, it can be said that it is important to find particular visual images proper for the intentions and purposes of designs. It is no exaggeration to say that in working on design, visual images are determined at the phase of generating ideas. It means that design outcomes are determined depending on which ideas are generated. However, since in current educational settings, there is no particular, concrete idea generation method applied, students have considerable difficulty in generating ideas during class, and thereby the class is too much inclined to producing formal outcomes, so no professional educational practice is made actually. This study tried to help generate creative and unique ideas through suggesting an idea generation phase employing word association applying associative memory recall in visual education settings. This makes learners associate visual materials by stimulating their memories and consciousness lying latent in their heads and minds and thereby helps them express images corresponding to purposes, and the images become certain meanings to receivers or viewers, resulting in maximizing the effects of visual communications. For this, the researcher examined various theoretical matters and conducted a survey of teachers on the actual state of education and perceptions of the necessary for the idea generation phase and the importance of choosing appropriate visual images in design work, and then referred to the results for devising idea generation methods. In addition, based on this, the researcher suggested a concrete idea generation method. In order to apply associative memories to generating advertising ideas, this study first modified and complemented a preexisting idea generation method, the CVT (creative Visual Thinking) system and then based on this suggested an idea generation method consisting of 5 phases for one-step upgraded design. As a result of identifying expected effects of the idea generation phase applying word association on education, through pre/post comparative analyses for students, degrees of interest in advertising design were increased and increase in ability to derive creative ideas thanks to introducing a systematic idea generation method applying various kinds of association showed, as well as it was expected that the student would have new eyes on designs through class. And also this is expected to have enormous effects on design outcomes to be followed. Even if this study limited the applied area to the idea generation phase for advertisement design, further efforts should be made to link positive results from this phase to outcomes to result in, and also in light of such that there were some opinions that students are unfamiliar with the associative memory recall and thereby have difficulty in utilizing it, teachers should make efforts to help students approach it with ease. In addition, further research for the future work should find more improved educational practices by stimulating students' latent senses through lingual association by means of words applied in this study, but also various kinds of association.